I can’t tell you how many times I’ve gone into meetings and introduced myself as “a simple man.” Perhaps not where you want to start when trying to convince someone to pay you a nice sum for your services. Most people want insightful, experienced problem solvers for their money. If their problems were simple, they wouldn’t need help. And, the fact is, most marketer’s problems aren’t simple. They are layered. And textured. Multivariate.
But my job is to take complexity and simplify it. To see through the weeds and prioritize the goods and the bads. Then boil down the complexity into a key value (claim) and three support values (proof planks) that are easy to understand and digestible. Why? Because consumers have more to do than think about your brand all day. Simple and compelling win the day in brand strategy.
Marketers who spend millions on messaging untethered to a brand strategy are moving targets. They are undisciplined. They are investing in confusion. Conversely, marketers who have a compelling brand strategy, simplifying customer care-abouts and brand good-ats, offer a clear picture to consumers making everybody’s job easier.
Simple outperforms complex any day. That’s what consumers care about. That’s what a good brand strategist cares about.