A new favorite question I use when planning is “What makes your brand important?” When asked of a brand manager or corporate executive it’s a way to cut through the shizz. “Because it has 54% market share” is a business answer not a brand planning answer. “Because it’s a healthy source of protein a working class family can eat for dinner” is important.
I’ve been paying attention to Intel, who is spending again, wondering what makes it important. Is it that they are in the majority of computers around the world? According to the logic above, no. It makes them powerful but not important. Is it the “rock star” or “our nerds are a different breed” campaigns? Maybe a little, since R&D is a nice spin, but probably not. Is it the so 1980w “Intel inside?” Nope. Is it embedded in the newish tagline “Sponsors of Tomorrow?” Me thinks the answer is yes.
One of the most important things Intel does and owns is the Science Talent Search. Every year around this time Intel announces the top three winners of its contest looking for the best Science minds in America. As this program grows over time and important scientific developments are attributed to its graduates, Intel will grow even greater in brand stature. Can you say Nobel? Pulitzer? Chips and technology is Intel’s business, but the future is what makes Intel important. Bring a better future to life through products and deeds — and you have a powerful, important brand idea.
USNews and World Report.
I know of a huge healthcare organization in NYC whose sole marketing mission is to elevate its position in the annual USNews and World Report Best Hospital rankings. Its goal is not to hire better docs or reduce infection or cure cancer, per say, it’s to raise its rankings. To do the latter, it must do the former, but the rankings is a clear, tight strategy. It’s measureable and brilliant. USNew is an importance maker.
What makes your brand important? Peace?