Brand strategists are often defined by the quality of their insights. Over the years I’ve found that insights can be either supply side (what a brand does well) or demand side (what customers want most). Planners tend to work mostly in the latter space. I preach working in the middle. At the nexus. Where supply and demand come together.
For ZDNet “For Doers, Not Browsers” was the brand strategy. It sat up there on the supply and demand fence.
For Teq, an educational development company, “Illuminating Learning” spoke to buyers and seller. At their cores.
For Sweet Loren’s Cookies “Craft Cookies Au Naturel” defined the product and consumer benefit in 4 words.
These brand strategies may sound like taglines but they aren’t; they are organizing principles. Each supported by 3 proof planks that give depth and direction to the ongoing narrative.
Brand briefs differ from creative briefs in their output. The output must hit both supply side and demand side insights. Turning communications and experiences into selling freaking machines.
Peace it up.
September 18, 2018 in Marketing
Eric Christianson, chief marketing officers for Perdue Farms, was quoted in USA Today as saying the new package design for its fresh chicken is about “contemporizing the brand” for Millennials. Research suggests young consumers care about the humane treatment of animals raised for food – and, so, the industrialized approach to husbandry, e.g., heads sticking though […]
September 17, 2018 in Marketing
A brand is an empty vessel into which we pour meaning, someone smart once told me. But products and services often exist before the name is created. So the vessel isn’t quite empty, is it? Have you ever named a child? Empty vessel. Or is it? The parent’s backgrounds are often contributors: family names, favorite […]
September 14, 2018 in Marketing
There are some in the advertising business who believe brand strategy is limiting. They use pejorative terms for brand strategists like “brand police.” (Not that there’s anything pejorative about police.) When a brand strategy is seen as confining, most often by creative people at agencies, the belief is that brand strategists are conditioned to say […]
September 13, 2018 in Marketing
Noah Brier was one of my earlier poster favorites. Unlike a paster, a poster is an original content creator and influencer. An active thought provoker in branding and digital business, Noah blogged like a dookie. Alas, during his early years he got bitten by the start-up bug and co-founded content marketing platform Percolate. I say […]
September 12, 2018 in Marketing
You ever sit in the yard and pull weeds? It’s a horrible job and even worse metaphor for what I’m about to share. My job is not pulling weeds but “pulling proof.” Brand discovery is all about the search for proof points. What is a proof point? It’s evidence. It may be an action. A […]
September 11, 2018 in Marketing
As a person in the brand building business, outsourcing has never been a favorite business practice. Companies that have a powerful brand strategy can only make it more so by letting that strategy infuse throughout every department, touching every function. That said, I do see how agile companies, especially startups and fast growers, can benefit […]
September 10, 2018 in Marketing
My first brand strategy was a career changer. I was at technology boutique called Welch Nehlen Groome, in Garden City, NY trying to introduce account planning to the advertising rigor. The client we were going after was ZDNet, a Ziff Davis property in the tech space. It began as a portal of all the Ziff […]