Guy Richards / Ordinary Life with a Brand Strategist

What’s Needed / Relevant Brand Positioning

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:

1. An 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.
2. A leadership team that can make quick decisions when asked.
3. A great design team that can translate the strategy to tangible pieces.
4. A management team that encourage excitement through the business shift.
5. Most importantly, an offering and experience that is “Positively Talkable.”

Less is best…as long as you have great content

Great Content + Short Delivery = Powerful Message

Great Content + Long Delivery = Soggy Message

In the day we live timing is everything. If a YouTube video is 30 seconds too long, I bounce off. If I’m on the phone with someone and they are rambling, I start clipping my toe nails (I got that one from Patrick Lencioni, CEO Forum, CLA, 2009).

Well, you get the point. Hone in on the main point you want to make and cut everything else out.

Sustainability, the creative and the gatekeeper

So many good and innovate products never get global, national or even regional distribution. It’s as if the creators of these great products are at war with the channel distribution gatekeepers.

The channel gatekeepers understand that profitable sustainability is what is needed, but the creators reject this mentality because they do it for the love of using their gift to make great things. Not to gouge people. Well, that’s at least how creatives see it.

What would the market look like if these two could agree a little?

Race for the Systems

What systems (that are uncreated at this point) would allow you to offer more value to your market than any of your competitors?

This is a great place to start. Especially in this market.

Two Ways

There is only two ways to get people talking about your brand. Deliver a great product and/or service to the market that no one else is doing. Or, deliver a horrible product and/or service to the market that everyone is doing.

Consumer Reflection

Whether a consumer will talk positively, negatively or gloss over your brand is a direct reflection of its offerings, service and delivery.