I sometimes tell people in the business how my brand strategies contain one word that company management finds objectionable. They love the strategy — they get it and it gets them – but they say “That, one word. Do we have to use it?” My answer is always “No, it’s a suit strategy, not a creative strategy.” “Systematized” for a healthcare org is kind of cold. We know where you “live” is a little creepy, for a newspaper. Stuff like that.
Have you ever walked in a city and passed someone you couldn’t keep your eyes off of? They’re so uniquely made-up or dressed in such a magnetic way you have to do a double or triple take. It may be beauty, or fashion or demeanor. It may be all three. That’s how I like my brand strategies. The claim may not be that magnetic, but the attitude, salience and three brand planks are. The gestalt of the idea and support creates a life that pulsing with “look at me.”
A brand plan is not an ad. It is a story with organized chapters. Three chapters to be specific, but those chapters are long and lush. Well executed, a brand plan can carry serial campaigns over years. Even over ad agencies.
If you can find that word that is s branding freight train and surround it with value building supports, you will win your marketing war. Peace!
