We Compare to the Top Brands

Have you noticed the same handful of businesses lead every brand ranking, are mentioned repeatedly at conferences, and are consistently referenced in books and articles? One cannot escape testimonials to Apple, Coca-Cola, McDonald’s, Harley-Davidson, and Disney. It is if there are only a handful of successful brands on the planet.

Now it seems consumers believe that to be true. Wunderman and Penn Schoen Berland surveyed 2,000 people aged 18 to 65 in the US and the UK, and the findings were consistent across generations, geography and gender. Here is an amazing finding: 87% of US and 85% of UK consumers compare all brand experiences to those they consider the best, such as Netflix, Amazon and Starbucks.

That means when we pick up our dry cleaning, rent a bicycle, or buy a shirt we are judging the experience as compared to ordering a venti cappuccino from Starbucks or streaming Better Call Saul.

After working with tons of brands and consulting to agencies who work with an exponential number of brands I am confident I know what consumers truly want from brands. They demand a solution. A solution that makes their lives easier and more enjoyable. Netflix, Amazon and Starbucks do that.

All that other brand stuff involving authenticity, consistency, and transparency are in the next consideration set. Those considerations are important for sure but when you boil it down consumers consume. Sure, some vote with their wallets if a brand does bad or badly but we buy to satisfy our very selfish needs and wants.

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Creativity: The Rituals and Routines

Recently my stepdaughter shared an article called Rise and Shine: The Daily Routines of History’s Most Creative Minds. She is entering the creative and competitive world of acting and writing in film and television. In sharing she could not help but note that I am well practiced in the routines of coffee, long walks, and inebriation (aren’t I the greatest influence?).

All family kidding aside, I struggle with the discipline and creativity required by writing. Writing is so much of what I do now. Branding and marketing requires conveying relevant and different ideas so I have always honed this talent. Now I am writing fiction and screenplays, as well as, ghostwriting for others. I like to think I am getting better at the craft but that does not mean it gets any easier.

Oliver Burkman’s article is a review of Mason Currey’s book, Daily Rituals: How Artists Work. In it Currey notes that Joyce Carol Oats worked the morning, took a big break and cranked up again in the evening. Anthony Trollope set the goal of 250-words per quarter-hour. Meanwhile, Friedrich Schiller could only write in the presence of the smell of rotting apples (for me it’s fermenting grapes).

I like background noise and always have. Since studying in high school and university, the tunes or television have been on. As I type this blog on my computer, one earbud is in place hooked to my tablet where Better Call Saul is in rotation.

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Marketing Lessons from British Bands

The force that was the British Invasion had never been experienced before nor has there been anything like it since. It has been examined for its musical influence which was considerable. What has not been covered is the role marketing played.

There is much to learn from how these bands deliberately and accidentally built their brands. So join us for this magical marketing tour.

Brand Invasion

Marketing Lessons from the Beatles, the Rolling Stones, the Who, the Kinks, and the Animals

In 1965, The Rolling Stones released (I Can’t Get No) Satisfaction. According to Keith Richards he started the song on March 6th of that year (which happens to be the day I was born). The band was on tour in America at the time. “I’d woken up in the middle of the night, thought of the riff, and put it straight down on a cassette. In the morning, I still thought it sounded pretty good. I played it to Mick and said, ‘The words that go with this are: ‘I can’t get no satisfaction.’ That was RS1just a working title. … I never thought it was anything like commercial enough to be a single.”

The song attracted attention for its implied, risqué content but I always enjoyed the knocks it made against the media, advertising, consumer culture, and materialism. In the lyrics, the radio broadcasts “more and more about some useless information” while television advertisements tease with personal improvement and brand status: “how white my shirts can be – but he can’t be a man ’cause he doesn’t smoke the same cigarettes as me.”

With great irony this stand against materialism launched the Rolling Stones and grew their collective bank account. Along with the Beatles, the Who, the Kinks, and the Animals, they produced timeless songs that continue to attract and keep fans. Make no mistake, these bands are brands and music is their product. If you think they did what they did solely for artistic or altruistic reasons you are wrong.

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Hiring the Right CMO

It has been called the most dangerous title in business and many pundits have suggested it does not work and should be banished. No role in the last fifteen years has been scrutinized and debated more than the Chief Marketing Officer. Businesses have struggled with the title and role since it was first coined not too long ago.

I remember working in Price Waterhouse’s Marketing and Customer Management practice when I first saw it referenced in the mid 1990’s. I think I danced a nerdy marketing jig. My excitement was shared by marketing practitioners who long thought our services were poorly understood, inaccurately recognized, and under valued.

The hope was this executive position would set the record straight and have uber impact within a business. What happened and continues to take place are huge assumptions and unrealistic expectations placed on the CMO that almost always result in disappointment. Of course, I have seen situations and models work but I have witnessed many more fail.

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The Slow Decay of Substantive Content

William Henry wrote In Defense of Elitism in 1994. Though the title may come across as pompous the book is actually a rallying cry for curiosity, exploration, and discovery for all. Henry was the Pulitzer Prize-winning culture critic for Time magazine. The book was slammed by critics as a very thinly veiled stab at egalitarianism. In fact, it was an attack on the dumbing down of society. More specifically, it identified the strange path America was on and goes a long way to explaining where it finds itself today.

One passage points out, “Today, even critical books about ideas are expected to be prescriptive, to conclude with simple, step-by-step solutions to whatever crisis they discuss. Reading itself is becoming a way out of thinking.”

Henry was accurate but may have miscalculated how quickly and, to what extent, this has taken hold in society. One only has to see the headlines in once-respected newspapers and magazines or take in the astonishing range of poorly written blogs or view scrolling tweets of perpetuating nonsense to conclude that we are losing the ability to search for, develop, and discover knowledge. This morning I was greeted with the following headlines from various sources “7 Things You Need to Know About …”, “13 Do’s and Don’ts of …”, “The 9 Most Common …”, “Top 10 Tips for …”, “5 Ways to …”.

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Ban the Elevator Pitch

Warning! This will take longer than 30 seconds to read.

Recently I was at a lunch with an interesting group. Two of the folks were the founders of a start-up and the other two were from an advertising agency. I was present to act as a bridge having been charged with articulating the new entity’s brand. For the next ninety minutes I was highly amused taking in a veritable verbal tennis match between my four lunch mates. At the end, I was more confused by the purpose of the intended business than when I first sat down and said as much.

One of the advertising professionals suggested the founders provide a “30 second elevator pitch”. We were then treated to a string of words that first came across as impressive but really added up to a dense, jargon-laden paragraph of nonsense. elevator-pitch1I am not sure who chuckled first but it prompted everyone to join in. We all recognized the absurdity of the exercise.

It made me think about the ‘elevator pitch’ concept and the broader, more troubling trend of simplifying almost everything these days. In business this seems to have started with advertising and relates quite closely to radio and television advertisement lengths. The thought being, if you could not get your message across quickly there was something dreadfully wrong.

Now brief, staccato-like messaging has become the norm in communications. This is attributed to the growing number of messages people are subjected to and the range of technologies that carry them. Experts claim that people’s attention spans have dramatically shortened as a result. So logically, somewhat ironically, and hopefully not irreversibly, what we communicated got shorter too. Read more

10 Communications Challenges

Communications holds the power to change minds, prompt action and move the world. But it has to get better. It has to strive to be the best. In business communications, we have identified ten challenges that are standing in the way of it being better. These come from the breadth and depth of our work with leading brands and brands that want to lead.

Challenge #1

Everyone is talking about disruptions and innovation yet communications are predictable, safe and boring. Are you satisfied with being a me-too brand? Communications that are compelling and different are in short supply. Effort and spend are going up in smoke. Too few brands are bold.

Challenge #2

Communicators are attracted to shiny new toys and forget the fundamentals. Are you overcomplicating while missing the tried and true? Social media, V/R, video, SEO, programmatic – these are important tactics but they are that, tactics. What is missing is smart, sharp and penetrating strategies.

Challenge #3

Businesses think impersonally in terms of “audiences” and “targets” and “markets”. Do you really know who wants and needs what you have? The science and art of segmentation is a terrible state these days. The business schools teach it poorly and businesses employ it haphazardly. This leaves very real customers thinking you do not know them or care to.

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Dissecting FT Weekend’s New Branding

Two months ago The Financial Times refreshed FT Weekend. This was introduced through an integrated marketing campaign “aimed at a growing readership who favour the immersive experience of print on the weekend while remaining highly engaged with digital journalism during the week.” That is an insightful and challenging objective.

What piqued my interest was the print component. The campaign’s tagline grabbed me (isn’t it great when that happens?). The three lines are compelling. “World-class writing” is sharp and smart. I can see how they arrived at it and am grateful they did. The cornerstone of journalism is a free press. That means possessing honesty and objectivity and marrying them with insight. Those are lofty ideals to sell a paper. Perhaps too lofty and I expect FT and their advertising agency thought so too.

Instead they now focus on global reach and fresh perspective along with how they write and communicate. The three words in the tagline are absolutely power-packed. The line represents the core skill-set of journalism and what must be the overriding differentiator of any publication online, off or both. That is quality of writing. As far as I know no other publication is landing on that notion or boldly claiming it even though it is fundamental.

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How Blogging Has Influenced Writing

It is hard to comprehend that a new blog is created every 7.4 seconds. Nearly 3,000,000 posts are made public every day. Over 10,000 updates take place each hour. These statistics come from Technorati and prove that there is a hell of a lot of content in our world.

The Internet and social media democratized writing. Unfortunately, so much of it is poor. The content tends to be unoriginal, dumbed-down, misleading and misinformed. Other issues persist including the regurgitation of the same content and the writer lacking credibility. There seems to be a need to pump out more, for more’s sake, rather than providing real thought, real value.

These issues impact the profession of writing and the efficacy of blogging. For those with a formal education in writing the vast majority of blogs provoke cardiac arrest. The very basics of writing are missing; structure, spelling, tenses, storytelling, and grammar. Too many blogs fail to include a unique point-of-view and a motivating call-to-action.

It is fair to say that the very nature of blogs is sloppy. They are opinion pieces lacking interviews and research, they are short compared to articles and papers, the content is built around SEO keywords, the style is casual, and, as covered, good writing is optional. Every single blog post would benefit from proofreading and editing.

Writing is an art form. Blogging must correct the ‘quantity over quality’ mission it currently pursues. Here are ways to make that correction.

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There Is Too Much Written Content

Every day your inbox is pummeled by content you forgot you signed up for (or probably didn’t). You are on Flipboard, Twitter, LinkedIn and a bunch of other time sucking “tools” you vow not to check but you do. It doesn’t help that you are “pinged” every minute like Pavlov’s dog. Texts and Facebook Messenger fight for your attention. Friends send you stuff they think is interesting. Then there is traditional media struggling for your attention.

There is so much content. The world now has 1 billion websites. You can read 470 million blogs…I know this seems awfully low but most go dormant after a post or two because they offer zero value. Still, there are tens of millions of posts every day. Online magazines are ever growing. There are really no accurate counts. Suffice it to say there is overwhelming content. And way too much bad content.

The net and social media promised dialogue but it is a one-way loudspeaker. Everything screams at us with a false sense of urgency, importance and value. It is like everything stated should have an exclamation point. At the same time the content is horrendously dumbed down. It starts with attempts to hook us with titles like these:

The Numbered List: 7 Ways To Irritate Your Partner

How-To: Build Your Own Aircraft Carrier

Case Study: How We Grew Our Twitter Followers By Buying Them

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