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Originality.

By
Steve Poppe
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The problem with most marketing communications is lack of originality.  I was speaking to business owner yesterday who said he went to a seminar on branding where the speaker told the crowd everyone had to decide which of the two types of business they wanted to be: quality or service. (I hope he didn’t have to pay.)  Can you imagine, thinking there are only two types of brand or company? These are price-of-entry values. Not positioning values. And franking if you are not offering quality and service you won’t be in business very long.

Branding is about originality. Finding new ways to convey value. Using new, ownable, believable words. New demonstrations. And I’m not talking a smiling face next to a stack of tasty pancakes. I’m talking a line out the door of the pancake house.

Some say “nothing is original” in advertising and marketing.  And I say everything has a chance to be. Find your brand strategy (one claim, three proof planks) and invent originality every day. And then do it some more.

Peace.

 

An Organizing Principle.

By
Steve Poppe
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0

I came across a cool London ad firm yesterday by the name of Mr. President.  (Love the name.) In the About section of the website was a somewhat sprawling description of its brand craft, outlining 6 components:

  • Position: A strategic positioning for a brand which defines the business opportunity and informs the brand purpose.
  • Ethos: A unique brand story that defines its purpose and inspires its personality and behaviour.
  • Identity: A set of guidelines that demonstrate and define how the brand looks, talks and moves.
  • Comms: A campaign or moment that boldly defines the brand purpose.
  • Connectors: An extensive plan that defines how the brand should interact with the audience.
  • Measurement: A rigorous framework that defines and quantifies performance and unearths actionable insight.

It’s comprehensive but also prescriptive. I’m sure it will work within the walls of Mr. President but not likely outside of the agency. And that’s what brand strategy is all about.  A framework that can be shared over time and place.

I looked over the six, well thought-out elements and realized they are covered in What’s The Idea’s? Claim and Proof framework — with the possible exception of “identity.”  If we view purpose as claim then properly done all the behaviors mentioned can become proofs. So we are mostly in alignment, but in a cleaner more measurable way.

A mentor of mine at McCann-Erickson once parried an AT&T client comment with “Campaigns are overrated.”  I riff on that with “Campaigns come and go a powerful brand idea is indelible.”

Brand strategy is an organizing principle. Anchored to claim.

Peace.

 

 

 

Every Brand is Exciting.

By
Steve Poppe
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0

The first big brand for which I developed strategy was the North Shore-Long Island Jewish Health System, affectionately known as NSLIJHS (just kidding).  It was indeed a doggy’s dinner of words. But if you knew North Shore University Hospital or Long Island Jewish Medical Center, you understood their deep roots in the community. The initial logo was a combination of the two marks – evidence that there was no one in power at the branding helm.  It took a few years to get the name to North Shore-LIJ Health System, which is how employees referred to it. And today it’s called Northwell Health. The latest name is kind of growing on me but was a mistake. Heritage is important.

When first introduced to the system I thought healthcare would be a poor marketing battlefield. I was quite wrong. The human psyche what it is, and man’s will to live being so powerful, it turned out to be a spectacular brand planning laboratory.

Bariatric surgery. Women’s health. Obstetrics. Cancer. And the gestalt of a healthcare brand sitting atop of everything – more chances to grow than the Fertile Crescent.

The fact is, all branding categories are fertile if you dig in. Why? Because people have feelings. Sure, toothpaste decision aren’t life and death but they can be important. It’s our jobs to make them important. Small and midsize companies don’t always see it that way. They should. People make this job interesting.

Peace.

 

 

The Branding Supply Chain.

By
Steve Poppe
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0

The branding supply chain is not a thing, but it should be. A supply chain is a chain of custody of manufactured elements that go into a finished product. In electronics, it’s not abnormal for a component to ship across the ocean three or four times before finding its way into Best Buy.  The comms chip is made in the U.S., sent to China to be put onto a circuit board, sent back to Mexico to be assembled into TV guts before being shipped back to Asia for its screen or glass.  Then onto a huge ship to cross the Pacific in 2 weeks.

In branding, the supply chain can be similarly messy. First a brand strategy is created (hopefully). Then it’s approved by the CEO and C-suite. The marketing department (often in flux) internalizes the brand brief and puts their own imprimaturs on it. Bring on the vendors. The web people turn it into a home page. The user experience leads finesse it into a lovely journey. The search people seek out clicks. The ad agency develops a campaign. HR massages it into the welcome packet for new employees – 18 months in the making.  And frankly, few of the aforementioned have really read the brand brief. And those who have are probably the department heads, not the workers.

By the time all the work is assembled by hands inside and outside the company, the words and images have traveled over too many oceans. Then the new chief marketing officer comes in (every 18 months) and says, “So, what’s our brand message?”

Tighten up!

Peace.

 

Diagnosing Brand Health.

By
Steve Poppe
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0

In healthcare, diagnosis is the second most important activity – next only to treatment. One without the other isn’t effective. That is not to say treatment always works. This we know.  But with proper diagnosis we are much more likely to have a positive treatment and outcome.

Similarly, brand strategy requires a diagnosis (critical insight) and treatment (brand plan). The critical insight can be defined many ways and come from many areas yet in its simplest form it is the “identification of a business building or business detracting phenomenon.” It may come from any of the four marketing Ps (product, place, price or promotion) but rest assured the insight is a diagnosis.

Extending the metaphor, the treatment lies in brand strategy — the way we remove the obstacles or magnify the positives. A brand strategy is one claim and three proof planks. This “one and three” framework organizes product, experience and messaging in a rich, memorable and provable way…so as to build sales conviction. It’s practice and regiment. 

If you would like to see some examples of real-life claim and proof arrays and the diagnoses they address, write me at Steve@WhatsTheIdea.com

 

   

  

Brand Strategy On High.

By
Steve Poppe
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0


Yesterday I wrote about the need for brand strategy at startups. Today, I’m taking on existing businesses.

When a C-suite executive drives into the executive parking lot in the morning the last thing s/he is thinking about is brand strategy. Let’s take IBM’s CEO, Ginni Rometty.  She may be thinking about invigorating the stock price or how making more money solving the rising security concerns of top clients. Or she may be thinking about the impact of Medicare For All on revenue. But is she debating and prioritizing the “good ats” and “care-abouts” that will shape perceptions of employees, customers, and shareholders? Prob not.  Leave that to the branding nerds. Mistake.

In long term planning meetings at large corporations, the chiefs look at the bottom line by department: product, people, channel, real estate, taxes – not brand strategy. Yet brand strategy touches all those things. Brand strategy is an organizing principle for product, experience and messaging. It creates context for decisions across the corporation. From designing physical plant to hiring policy to pricing.  

I tell clients that when a receptionist answers the phone and is asked to make a quick decision on behalf of the company, those who understand the brand strategy have answers.  

For reals.

Peace.

 

 

 

 

The Difference Between a Startup and a Give-Up.

By
Steve Poppe
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Why should an entrepreneur consider developing a brand strategy while the product or service is still incubating. Or being built out? Perhaps, even before the product requirements document is complete.

Here’s why.  Because startups are targeting people. Targeting buying publics. And while product requirement documents are built for engineers, a brand strategy is created to meet the needs of those willing to part with their hard-earned.  

Most entrepreneurs are also consumers. But it’s not their day job. If it weren’t for nerdy tech entrepreneurs we wouldn’t have Bitcoin and Etherium. We’d have banks with more robots. So I love nerdy entrepreneurs. But what I am counselling here is to have your product requirements doc but also a brand strategy — built upon customer care abouts and brand good-ats.  Only then can you begin to measure true demand and effectiveness.

I’ve worked at a startup. I have worked with a number of startups. And I am currently advising startups. Makers and builders love product requirement documents. It gets the cash flowing. It gets the there there. But without an “organizing principle for product, experience and messaging,” your startup is likely to become a Give-up.

Peace.   

 

 

Brand Planners Are Not In The Ad and Sign Business.

By
Steve Poppe
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0

Ask a SMB (small or mid-size business) owner “What do you want consumers to think or feel about your product as a result of using it?”  Brand-centric marketers might call this the “net take-away.”  The usual answer will be some contorted, ramble of about 45 seconds, with an occasional heavenward look and a smile. If a brand planner asks the question the smile is apt to be more self-conscious.

The point of the exercise is to see if the product’s value proposition is refined. Not raw. Not piecemeal. Not at all fickle.

If a business owner can’t settle on a good description of his/her business or product, then that owner needs a brand assist.  If they can’t agree on a fairly static brand value statement, something is not fully baked. And usually it’s not the product, it’s the owner.

It is the job of the brand planner to extract the brand value statement that gives comfort to the business owner. One that through a claim and proof array, creates an organizing principle for product, experience and messaging.

Some think brand strategy is not product strategy. It is. Many are not aware that brand strategy is about the retail or service experience. It is. Yet everyone will agree messaging is the brand strategy reason-for-being. And it’s this latter, singular view that most hurts brands. Brands planners are not in the advertising and sign business.

McPeace. (Not autofill for make peace.)

 

 

 

 

 

Proof Book.

By
Steve Poppe
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0


A long time ago, during my formative years as a brand planner I worked as an advertising account person on AT&T Business Communications Services. The portion of the business I handled, following a large management consulting reorg of the business, was emerging services. That meant non-phone services; the precursor to internet and cloud offerings.

The business was parsed into 3 brand planks: reliability, competitive price (within 10% of MCI), and emerging services designed to increase business performance. We called the latter the Opportunity Zone.

The total ad budget at the time was about $125 million and at the beginning of the program we had no real map as to how to win our unfair share of the market. Someone smart in the AT&T marketing department suggested putting together a 3-ring binder complete with demonstrations of reliability, price programs and innovations to use when designing ads.

Let’s call that the Proof Book.

Readers of What’s The Idea? know that proof is a fundamental brand building strategy. Brand claims require proof.  Every brand strategy I present has a digest of proof points undergirding the claim. Even as a one-sheeter, my brand strategies are mini proof books.

I encourage every company looking to build a brand to look at your proofs of value and try to array them into three distinct and cohesive areas. Much the way AT&T did. You will be amazed by what you see.  For examples of real proof arrays, please write Steve@WhatsTheIdea.

Peace.

 

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