As a person in the brand building business, outsourcing has never been a favorite business practice. Companies that have a powerful brand strategy can only make it more so by letting that strategy infuse throughout every department, touching every function. That said, I do see how agile companies, especially startups and fast growers, can benefit by keeping their eyes on the prize
It is for this reason that I have been a fan of TriNet, a proud and accomplished provider of administrative and HR function as an outsourced offering. These guys do chicken right.
Except for advertising.
This weekend they broke a big ad in The New York Times. “Incredible starts here” is the new company tagline. The headline spans 2-pages in the form of a neon sign spelling the word “incredible.” The copy offers time tested generic claims such as “tailor the right solution that fits your industry needs” and lots of other junior copywriter text.
This is an example of a smart company making ads sans brand strategy. Ads without brand strategy are dangerous. Incredible this effort isn’t.
Quick, close your eyes and think of incredible companies. Who comes to mind? Apple? Google? Claim and proof build brands. Where’s the proof?
Peace.
