There are many things to love about being a brand strategist. But if pushed to highlight best, I’d have to say it is the learning. Learning the product, the category and the consuming behaviors of the market.
I start many meetings with customers and prospects explaining I’m a simple man. I strive for simple solutions that are easily understood. Complexity is what ruins most branding efforts. Complexity supports multiple values. Complexity makes it harder to create order. Complexity makes it harder for decision-makers to lock down on order. Simple order is what consumers crave when making brand decisions.
What I like to think I’m good at is creating compelling order. Prioritizing customer care-abouts and brand good-ats into three reasons-to-buy is part of my framework. But finding those 3 reasons or values that are most compelling is the secret sauce.
I love learning and creating compelling order. The things are inextricably tied. Learning by itself doesn’t work. Creating Order by itself doesn’t work. Compelling by itself doesn’t work. The trifecta is built upon all three.