An insightful strategist will create a plan to stay
relevant with the generations coming up the ranks (the youth) without losing
the loyalty with the brand’s aging market.
It’s a fine balancing act to keep a support base while
drawling younger generations into the sales funnel.
What’s needed is:
external strategist who can see the whole picture. Inside perspective,
outside perspective, breakdowns, the sweet spot, possible value
propositions and how this brand compares to the competitive landscape.
leadership team that can make quick decisions when asked.
great design team that can translate the strategy to tangible pieces.
management team that encourage excitement through the business shift.
importantly, an offering and experience that is “Positively Talkable.”
Most marketing messages in a bad
economy focus on pain, where in a prosperous economy they focus on health.
The reason is because most people
can’t see past their toes when things are bad, or when fear creeps in. But when
things are good or seem to be, the mountain ahead of them is in clear
It’s like my friend Bobb Biehl
says, “Imagine if a world class body builder nicked off the tip of his pinky
finger. What do you think his focus would be on? This little piece of his body
that reasonably stated doesn’t mean much to his everyday life. Or, the body
building event of the century, that he has worked his whole life for that takes
place in a week?”
I believe it’s just better to
inspire! Who is coming with me?
About 95% of brands focus their efforts on reach without
content. Reach is executed through punchy headlines; huge twitter followings
and media blitzes. Reach drives response.
But reach without content breads consumer resentment. A
better formula is to focus on delivering great content and then develop a reach
program to direct the market to it. This will multiply your efforts through
pleased consumers who will decrease your “price per sale” by doing the
recruitment for you.
I often hear the question “can a small business build a
brand?” The truth of the matter is, every organization has a brand. The
question should be, “how does a small organization leverage its brand?”
If you focus on delivering excellence to your market
(defined by your markets viewpoint) you will be growing your brand. You don’t
need a flashy logo, matching stationery or a Twitter account. These are not bad
but for every organization, across every industry the primary component of
building a strong brand relies on providing more value than your competitors.
In the area I live you can ask almost any local for a great
sub shop and out of the thousands, they will point you to either Sugar Hill
Subs or White House.
They both have great subs but still have flaws. Their
signage is not much better than a mom-and-pop shop, inside they are both laid
out like small delis and the employees are not in uniforms. But they are not
building a reputation on anything else than what they do best… delicious subs.
Yes, they may be able to expand their market and accelerate their reputation
through more relevant marketing and design, but they are still the best without
It doesn’t matter if you are Al’s Pizza or AT&T… if your
service or product can out deliver your markets top competitors your
reputation/brand will grow.
Opposition is the great catalyst of community movements. It gives the community a reason to stick together.
I have heard people say… “tell me what your for not against.” This is good because you should never lose focus of your cause, but even this statement communicates that you are against something. Why else would you be stating you’re for something unless there was a problem?
The goal for the community is just as much the process of being against something as it is achieving the vision.
Accelerate your cause… define what’s standing in your way!
This is a list of mistakes published by my friend Anaezi Modu, the founder and Executive Director of ReBrand. ReBrand recognizes the world’s most effective rebrands in its annual ReBrand 100® Global Awards. This program has become the benchmark award for the brand development community over the last 5 years.
They'll make you smile...enjoy!
1. Clinging to history.
2. Thinking the brand is the logo, stationery or corporate colors.
3. Navigating without a plan.
4. Refusing to hire a branding consultant without industry experience.
5. Not leveraging existing brand equity and goodwill.
6. Not trying on your customer’s shoes.
7. The rebrand lacks credibility or is a superficial facelift.
8. Limiting the influence of branding partners.
9. Believing rebranding costs too much.
10. Not planning ahead for adaptation.
11. Bypassing the basics.
12. Not calling the call center.
13. Forgetting that people don’t do what they say.(They do what they do.)
14. Getting strong-armed or intimidated by consultants.
Sooner or later a top brand will have to raise the anti so that they don't blend in with the rest of competitors.
Here is a newly designed line of Bottles by Coke. Very differentiating and fun. Definitely out of the norm.
And notice that the value is not in the product itself but in the wrapper/packaging. This speaks volumes on presentation. I'm excited to watch as the compition plays catch up. They have just started a whole new era of soda packaging.