The conundrum zoned is like the Twilight Zone, but without the do do do do music. It’s my business.
Typically my brand consulting clients are small to mid-size businesses. Businesses who understand the value of an organizing principle for messaging. They don’t quite get the organizing principle for product or experience, but messaging gets me in the door. When I tell them it will cost $17,500 for a strategy and another $17.5 for a marketing plan, I tend to lose them. So, I parry: “You can’t buy a page ad in the regional newspaper for that.”
Large companies also get the strategy as an organizing principle thing. Many at large companies get branding, beyond the logo, tagline and design templates. But they tend to think $17,500 should only cover T&E. They’re more comfortable going with Landor, Interbrand or Brand Union – and paying $250,000. That’s what it costs to get a team with lots of suits and eye piercings. To them, I am the $.99 store. The conundrum zone.
So what is my approach to overcome this? You are looking at it. The web, ideas shared via blogging and social, and an ongoing battery of thoughtful strategic (one-to-one) emails. My brand What’s the Idea? conveys and suggests most brands lack an idea. Lack an organizing principle. Companies large and small understand this. Now I just have to get the pricing right.
Piece. I mean peace.