What I love about the U.S. government is its design. Checks and balances keep governance fluid. Every few years an election comes along that topples the status quo. As a brand planner I’m always the optimist, always looking for the good. The new regime in the US government was a euphoric cleansing for some and a devastating punch in the gut to others. Let’s hope the euphoric side does smart things. Because this is America and the gut punch side will be in power again. Once the “guts” get over their anger, sadness and disbelief, they’ll be energized like never before and set the cycle of democracy moving again.
This reminds me a bit of the ad agency business. When business is good everyone is happy. Things purr along and growth begets growth. Then stasis and comfort set in. People become complacent and losses occur. It’s Darwinian.
Whether government or the ad agency business, we must constantly manage progress. Not take it for granted. Sharks know this. That’s not to say you have to hump 24/7, but you do have to keep moving with an eye toward the future. Otherwise you allow the rhythm or democracy to take its course. It’s not a bad thing, it’s just a thing.
March 23, 2018 in Marketing
I wrote yesterday about implementing brand strategy on social media. “Hit your proofs,” I wrote, and you are not only complying with brand strategy, you grow it. I’ve been paying attention to the cold-pressed juice category since speaking with the Love Grace people a number of years ago. One Love Grace competitor is large, […]
March 22, 2018 in Marketing
Here’s the deal on social media and branding. If you have a brand strategy you need to prove it in social media. Every day. Random posts diminish your brand. The brand strategy framework at What’s The Idea? is one claim, three proof planks. If you are posting with pictures on Instagram, you need to be […]
March 21, 2018 in Marketing
How can you tell when a B2B company doesn’t have a brand strategy? When it plays Benefits Bingo on the home page. I’ve been after a prospect in the insurance space for years. I did some amazing brand strategy work with a company contact a while back and she gets how brand strategy can focus […]
March 20, 2018 in Marketing
For most small businesses the name is the brand. I suspect, that is why small businesses remain small. For mid-size businesses, the name is also the brand, but there tends to be a need for more marketing and sales support; there is stationery, a website, boiler plate copy for press releases, a need to explain […]
March 19, 2018 in Marketing
There are some fun Capital One commercials running on the NCAA Tournament this year featuring Spike Lee, Charles Barkley and Samuel L. Jackson. There’s a racial tinge to the spots which are kind of grown up or adult. It shows these very funny black comedic actors in various Texas locations/scenarios. In one they are shopping […]
March 16, 2018 in Marketing
The problem with most brands is that they are skin deep. Products and services with derma measured only in millimeters. No depth. No real rational and emotional meaning. Why is that? Because brand building today is too randomized. No real brand plan. No organizing principle driving long term, meaningful KPIs. Sales and revenue are all […]
March 15, 2018 in Marketing
It’s great that Walmart wants to create greater shareholder value by getting into the groceries-to-the-home business, but I’m not so sure it’s good for the planet. I recently spoke to a younger mom who energetically juggles her work and family lives — she uses Walmart’s delivery to the curb service. She drives to Walmart and […]