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.