Random

    brand strategy discovery

    Discovery Tip #8.

    By
    Steve Poppe
    -
    0

    One of my discovery tricks is to interview top trade magazine writers who cover the category beat. If doing an assignment on energy drinks or beer, I run down the top writer at Beverage magazine and attempt to interview them. There are trade publications on every topic under the sun. It’s best to read a few of their stories before contacting, showing some interest and awareness of their craft, as well as picking up on language. One way to find out if they are a top writer is to see if you can gather up readership reports from the publication. Many trades report on their best read pieces, departments and writers. It’ a neat short cut.

    Also, these writers have a many smart connects they interview and quote for their stories. Track them down. Today, one might call these quoted people influencers; I prefer to call them experts with skin in the game.

    It’s a great way to begin to cast the net. Not only for ideas, but sources.

    Peace.

     

    Discovery Is Not Rediscovery.

    By
    Steve Poppe
    -
    0

    It’s easy to say “dump the cache” when approaching every new brand strategy assignment — as in, approach it anew, without any preexisting opinions formed — but let’s be realistic, our brains are filled with information. It isn’t easy.

    The elixir to my discovery is the customer and prospect interview. I ask questions. I listen. I interrupt, with a healthy interest in what is being said. Not rudely, excitedly.  I reshare stories from my life so they know it’s a conversation (don’t tell my Rollins anthropology professor, she’d shit.) The point is, it’s only by digging into each new interview that I can flush the detritus from earlier references and focus in on a new brand.  (After discovery, when sleeping and cogitating about claim and proofs, old info may come into play. But that’s subconscious stuff and fair game.)

    Every brand is and must be viewed anew. Every brand is and must be a treated and seen, not as a different flavor, but as its own unique entity. Pure. As. The. Driven. Snow.

    Peace.

     

     

    © Newsmag WordPress Theme by TagDiv