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.
I am loath to admit it, but What’s The Idea? is a small batch brand strategy consultancy. The market has been conditioned to think a large corporate brand strategy has to cost $100,000; add another $150k for naming and logo design. Most of my clients don’t have that kind of money. My clients tend to […]
I’ve been thinking about the difference between apps and experiences. It seems experiences are the topic of the day when listening to the purveyors of new social media applications. Facebook is buying experience companies, copying others and introducing then to the platform at record speed. And it’s working. Some rue that Facebook isn’t innovating any […]
April 14, 2017 in Marketing
I’ve been talking to a magician about doing some branding work for him. We chatted about the Is-Does – what a brand is and brand a brand does – something that is not as necessary for a magician as it is for, say, a startup. But there are many flavors of magician. So finding your […]
April 13, 2017 in Marketing
What happens when TVs talk to devices? Good things. I love the Burger King’s ingenuity and moxie in playing in its new :15 spot where the voice over says “Okay Google, what is the Whopper Burger?” As a result Google Home devices across America (the globe?) wake up and started reading ingredients from Wikipedia. This smart marketing […]
Every marketer will tell you they have a brand. 95% of those people can’t articulate that brand in a clear, concise way. They don’t have a brief.
April 11, 2017 in Marketing
I never closed a deal during a brand strategy without stories. Never. If you have stories, when presenting to decision-makers, you are a brother/sister.
April 10, 2017 in Marketing
I have a number of branding and marketing memes floating around the web. I’ve built a business upon them. One of my new favorites is “Redistributing marketing wealth through branding.” (Don’t Google it just yet, it needs more traction.) If you think about what makes a good meme, it’s clearly memorability. And memorability is enhanced […]