Monthly Archives: January 2025

For-Profit Altruism.

By
Steve Poppe
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0

I bet you never heard those three words strung together. Well, they’re actually the result of some internal brand work I’ve been doing for What’s The Idea?.  A cobbler’s children exercise.  “For-Proft Altruism” is under consideration for my brand claim. (A brand strategy consists of a brand claim and three proof planks.)

One of the core good-ats at What’s The Idea? is sharing — sharing best practices in brand strategy and branding. Sharing is a brain worm for me.  Generally speaking, giving away free advice and IP is not a smart business idea, yet it’s worked brilliantly Open Source software advocates. In my view if everyone did branding properly marketing would be much more effective…and more people could participate.

Sharing is altruistic. So, what’s up with this seemingly contrarian “for-profit” notion? Ummm…have you ever presented to a CEO or C-level exec? While brand strategists are talking about “Mission.” “Vision,” “Voice” and “Personality,” the C-level exec is wondering how many basis points interest rates will change next quarter or if the Chinese manufacturing holiday will impact the new order from Walmart.  And while the brand strategist is trying to sell a touchy-feely, culturally savvy position like “work/life balance,” that same C-level exec is pondering more endemic product qualities, tied to phenomenological superiority.

I spend way too much of my time educating and sharing and not enough providing the for-profit values offered by What’s The Idea?  So, I should heed my own advice and dial up the for-profit. Next step, work up the three proof planks — the three areas of evidence supporting For-Profit Altruism.

Stay tuned.

Peace.

 

Brand Strategy Exercise. The Claim.

By
Steve Poppe
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0

There are two components to brand strategy. That’s right, two. The brand claim and the proof planks. All of which can fit onto a single sheet of paper.

Ideally a claim is an all-encompassing master value which distinguishes your brand. Arriving at a single statement – conjunctions and commas not allowed – is not easy. That said, it’s okay if the claim is pregnant with meaning or a double entendre, but singularity is ideal. (“Sewing Joy” is a claim I used for a market leader in the children’s apparel business.)

Today’s post on the claim is actually more of an exercise.  I encourage brand owners, business owners and/or CMOs to try to find two words that convey their brand’s unique value.  The words don’t even need to work as a meaningful statement, though if they do it’s ideal. The exercise is really about “boiling down” all the good-ats and care-abouts into two words that most efficiently and enthusiastically represent your brand.

Not easy.

I rarely present brand strategy claims that are two words but when I do a la “Sewing Joy,” they can be home runs.  Last point, brand claims are not meant to steal the creative team’s thunder. They are meant to inspire. In ways that governs successful, on-strategy marketing and tactics.

I often say, Campaigns come and go, a powerful brand strategy is indelible.

Try the exercise, you’ll benefit.

Peace.

 

Brand Planning Effluvia.

By
Steve Poppe
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0

Many practicing brand planners are well-meaning and talk a good game. But they don’t always deliver the goods. And when I say goods, I mean brand strategy: An organizing principle for product, experience and messaging. A brand strategy’s only measurable job is to win business.

Brand planners who talk about “story” aren’t providing strategy. Those who pepper their brand plans with the words like “mission,” “personality,” “values” and “vision” aren’t delivering strategy. Important planning tools though they may be, they are really the effluvia of the strategy process. CEOs don’t like to sit still for the effluvia, they want the strategy. And the rationale. Not the circuitous route to the strategy.

Strategy is a directive.  One that “sells more, to more, more often, at higher process (Sergio Zyman).  Makers who use brand strategy are charged with creating communications and tactics that helps a brand win in the marketplace. Great makers move markets. But it’s strategist who points the Makers in the business-winning direction. You can give a Maker a story. A voice. Or a vision. But they really need a strategy.  

Peace.

 

 

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