Brand Strategy Makes the Marketing World Smaller.



My uncle Al Heckel was a great sailor. Renowned along the south shore of Long Island for his sailing prowess, Al used to ask me as a kid to crew with him, something I wasn’t too keen on. Too slow for me. At his funeral, his grandson Hankie mentioned Al used to say “sailing makes the world big again.” Love that quote.

Brand strategy, at a place and time where there are more marketing tools, media options, technologies and measures than even before, does quite the opposite. It makes the world small again. Why? Because a brand’s value proposition is limited to the most essential things. What customers most care about and what the brand is absolutely good at. Care-abouts and Good-ats.

New products, line extensions, customer experience, marketing communications are all easier when following a brand strategy (1 claim, 3 proof planks). That white piece of paper a freelancers looks at when asked to create an ad or brochure is by many measures more quickly done and more powerful, when following a brand strategy. 

An investment in a brand strategy is an investment in business. Peace.