Have you heard the story about the cobbler’s children? The children in town with the poorest shoes? The cobbler is so busy he forgets to take care of his family’s footwear. Talk about a bad experiential branding move. Ironically, it begs the question what is the brand strategy for What’s The Idea?
You mean to say Steve you have never used your tools to create a “claim and proof array” for What’s The Idea? You douche!
So where do I start?
Why not with the name? What is the idea? The name presupposes a lot. I mean, what cognitive effort is not about an idea? The reason the question resonates with brand planners and to a lesser extend senior marketing professionals is that there are so many, many ideas in marketing and branding that there are effectively none. It’s like marketers and advertisers are paid by the idea pound, rather than finding a business-winning claim and loading up on it. Google “Fruit Cocktail Effect.”
Ergo, the first objective of a What’s the Idea? brand strategy is to educate marketing prospects to stake a claim to an idea. More’s the pity. More’s the pithy.
Stay tuned for more on the strategy itself.
Peace.
