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    Brand Strategy

    More Science in Branding.

    By
    Steve Poppe
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    Yesterday I wrote about a famous ad campaign for Dawn Dishwasher Detergent and its use degreasing ducks following oil spills.  I mentioned that the key ingredient in Dawn, the one that cuts the grease, is a surfactant. (When a kid in the ad business I did advertising for Union Carbide Corporation surfactants.)

    As a brand consultant that touts proof in its strategy framework, you can expect I would lock on to surfactants as the proof of grease cutting. A surfactant being defined by Wikipedia as: “Compounds that lower the surface tension between two liquids, between a gas and a liquid, or between a liquid and a solid.” But the fact is, in the Dawn commercials there was no mention of surfactants. Likely, there were not even scrubbing bubbles diagrams or animations about surface tensions being broken down. Someone decided to remove the science from the spots. Just greasy ducklings then clean, happy ducklings for our viewing pleasure.

    As smart and creative as those spots were, there was a missed opportunity to educate the dishwashing public about the solution (pun intended). When someone asks why Dawn degreases better than other competitors, a reason why is always a good thing to convey.

    Science is the new black. And it will only continue to get stronger…ahem.

    Peace.

     

    Strategy Must Be Interesting.

    By
    Steve Poppe
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    The foundation of What’s The Idea?, the eponymous brand consultancy attached to this blog is strategy.  It is about a particular framework that organizes product, experience and messaging.  Brand strategy is binary. You are either off or on.

    The fuel for brand strategy here at What’s The Idea? is “proof.” Or evidence. Proof is tangible. It builds conviction. If I say my cleaning liquid cuts grease better than competitors I need to explain what a surfactant is. And how it works. That’s what Dawn Dishwasher Detergent has done so well. For me, the duck befouled by an oil spill, cleaned by Dawn, was the perfect demonstration of proof.

    But here’s thing. Proof and evidence by themselves are great in a science project. But they are not necessarily compelling theater.  That’s why the creative side of the business is so, so important. It’s why we need writers and designers. It’s why we need smart creative directors. Strategy must be interesting or it lies fallow.

    To build your brand properly, you need a motivating strategy then you need to land that strategy with brilliant, on-piste creative. It’s a time-tested formula.

    Peace.

     

     

     

    Brand Science.

    By
    Steve Poppe
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    There has been so much talk this past few years about fake news and fake facts that I thought I’d slide that discussion into the business I am in and the business of most commercial products: Branding. Lots has been written and discussed about brands. An entire lexicon has developed about the art of branding. The processes. The journeys. The architectures, components and touchpoints. But all if it is for naught if, to borrow some words from Sergio Zyman, the efforts don’t sell more, to more, more times at higher prices.

    Sadly, there’s tons of fake branding and there shouldn’t be. Because done properly branding is a science. In marketing and communications, you are either putting deposits in the brand bank or you are making withdrawals. You are either adding value – organized value – or removing it.

    Branding as a science is provable. Replicable. It’s binary. Off or on. It’s also formulaic.  That is to say, once a brand strategy is established (one claim three proof planks), the way forward — the way to establish value in the minds of consumer — is clear. But in order for everything to work, you have to get the formula right. And once the formula is right it shouldn’t change, not until the product changes.

    You don’t build a house without a foundation. You shouldn’t build a brand without a strategy.

    Peace.

     

     

    Brand Strategy and the Building Blocks of Brand Life.

    By
    Steve Poppe
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    “Campaigns come and go. A powerful brand idea is indelible.” was a phrase I used in a pitch to Gentiva Health Services many moons ago. And I still use it today.  It’s really a cornerstone of What’s The Idea?, brand consultancy. Ideas, any business person will tell you, are a dime a dozen. That’s why I considered naming the business What’s The Big Idea? It had a bit more attitude. But it was also a bit long for a URL. 

    Ideas may be a dime a dozen, but a single idea is how you build a brand. The problem is, landing on a single brand idea is not easy. And it’s hard to stick to.  Stand for something. Stand for one thing.

    The way to build on an idea is to prove it. Prove what you stand for. Each and every day. I suggest doing that through proof planks. Three proof planks. The What’s The Idea? brand strategy framework comprises one claim and three proof planks. One idea, three evidentiary means by which to prove it.

    Following this framework you can build campaigns. Acquisition programs. Websites. Press events. Packaging and brand extensions.

    Just as amino acids and proteins are the building blocks of life, brand strategy provide the building blocks of brand life.

    Peace.  

     

     

    The Magic Logic Partnership.

    By
    Steve Poppe
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    The dichotomy of creative and strategy has been around in marketing and advertising for ever. There was a times in the 1800s when “We’re Here advertising” worked. Demand so out-stepped supply that all you had to do is tell people where to buy your product and the transaction began.  I experienced this back in the 90s when all AT&T Network Services had to do to sell Cat 5 computer wire was to publish an address in the Thailand edition of Computer World magazine.  Today competition is too great. Marketing has to be competitive and advertising great.

    The strategy/creative dichotomy was explained quite nicely last week, during a viewing and discussion of the film about Sir John Hegarty with outgoing CSO of BBH Sarah Watson. “I provide the logic, you provide the magic.” Succinct is always best.

    When one applies magic against logic it’s a recipe for success. Magic by itself, not so much.

    Brand planners are in the logic business. The more the magic can excite the magic makers the better.

    Magic. Logic. It’s a nice living.

    Peace.

     

     

    The Edge Of Newness.

    By
    Steve Poppe
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    In a discussion between Rick Boyko and Sarah Watson on the film about Sir John Hegarty I posted about this week it was said that brand planners like to “live on the edge of newness.”  Not only could I not agree more, I have to say it’s really what sets good planner planners apart.

    Newness is what we all strive for. Even with a simple concept, wrapping it in new language, context, and culture is a key to breaking through and being remembered.

    I like to talk about rearview mirror planners, sideview mirror planners, and dashboard planners. All are worthy.  But I think the craft is at its best when we play beyond the dashboard. Seeing what we can’t see yet. That’s living on the edge of newness. Peering over the edge. Planning for what’s beyond.

    In my brand strategy framework (one claim, three proof planks), I like claims that have some familiarity yet utter newness.

    Battle, Bartle, Hegarty (BBH), Sir John’s old shop, is at its best when working on edge of newness.

    Peace.

     

     

     

    The Inside Out of Brand Consulting.

    By
    Steve Poppe
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    Independent marketing and/or sales consultants dot the business landscape, providing small and mid-size companies with advice to improve business processes, effectiveness and earnings.  In my special class of business consulting, brand strategy, the goals are similar but the deliverables different.  We tend toward communications (and experience) while marketing consultants delve more into business fundies and delivery.

    I can’t speak for all brand strategists but I like to work from the inside out. That is, I like to understand the foundational drivers of the company/brand. What the brand is good at? Where is the love of the founders and leaders?  Who’s the best employee and why? What’s the special sauce?  Only when the real business motivations are understood do I look outside…at the consumer.  Mostly marketing and sales consultants start outside, then look in. Where is the demand?  And how will we optimize and improve the approach to meet that demand?

    In my parlance, study the brand good-ats before the customers care-abouts. Like a scientist, I study the DNA before the population at large.

    It’s a different mindset. A different emphasis. It helps me sell and it helps clients buy.

    Peace.

     

    John Hegarty and the Levi Strauss Brand.

    By
    Steve Poppe
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    While watching a video yesterday on Sir John Hegarty, one of the guiding lights of advertising over the last 50 years, I was made to realize how BBH (Bartle, Bogle, Hegarty) was fundamental to the brand building of Levi Strauss & Co.  As a huge fan and consumer of Levi’s jeans and also of their advertising, oddly, I have never studied the brand strategy up close. Yesterday in the movie, John offered up the brand idea: Toughness. And he’s so right. Even as I sit in a pair now with a hole in the nether area, I completely understand this position. Toughness.

    Admittedly, a good deal of advertising has hit the market, especially in the U.S. that has been off-idea. In fact, when stone washed jeans and tight-fitting jeans came to market, to expand the market, it become harder to support toughness. Stone washing made jeans less tough. Form-fitting jeans for women, reduced the toughness needed in the jeans and its appeal to younger women.

    The rivets that made Levy’s tough, the mega-durable stitching, and the hearty denim fabric, all contributed to the main claim. But cowboys in stretchy jeans don’t really fit the brand. Or do they? Toughness is expected of Levi’s.  Even when the models are dancing in the club. Toughness is as toughness does. We evolve, brands evolve,

    Starts with a good product. Build it with a good brand strategy. Then, as Hegarty might say, it’s time for the magic.

    Peace.

     

    Electioneering Labels

    By
    Steve Poppe
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    Words and labels used in politics can have a huge effect on voters.  Let’s look at a couple of polling words first.  Demographic pollsters are still using “suburban housewives” as a tag for some non-urban women. My daughter is having a baby in March and she has spent the last couple of months nervously looking into child care, well in advance.  She’s an earner and would probably be insulted by the label.  And then there’s ever-present polling reference to Donald Trump’s base called, “white non-college educated voters.”  Back in the day they were called blue-collar voters but that wasn’t specific enough. Some pollster had to tighten it down by declaring them sans college education. Blue collars built America. I’m not a fan of labels.

    And there were other words used as weapons to garner votes. “Socialist” was worth millions of republican voters. Certainly, by the greatest generation and Cubanos.  “Socialized medicine” became a rallying cry. As did the word “Choice” in healthcare. You will lose you choice of doctors. Democrats countered socialized medicine with the “Medicare for All.” A term offering very a favorable contextual construct. Who can argue with Medicare?

    There will always will be lots of marketing going on in electioneering. Some good, some bad, some just mean. The media needs to be careful with all of these labels.

    Peace.  

     

     

    Take the Black Challenge.

    By
    Steve Poppe
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    0

     

    I recently opened a piece of email from Marmot, an outdoor outfitter and clothing retailer, and found a picture of a black man and woman wearing Marmot parkas in a winter mountainscape. It surprised me. I can’t remember ever seeing a single black person in a hero shot in a Marmot promotion before. It’s 2020 people. We can do better.

    Here’s the Black Challenge.  I am asking advertisers to commit today to using only black people as models in their promotional work for one year. 365 days. Think of it as a reparations appeal to marketers who have been casting white people in ads for as long as anyone can remember.  If casting directors think this will affect sales, they may be right but they’re also not giving U.S. consumers enough credit.

    Perhaps it’s a goofy story but I used to play basketball at the East 54th street recreation center in NY and was the only white guy.  After a while I didn’t notice a skin color difference until I put my hands up in front of my face for a pass. 

    This is how you make change.  You don’t talk about it, or blog about it, you just change. Come on advertisers, take the challenge. If you do, I smell a Wall Street Journal cover story!

    Peace.

     

     

     

     

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