« February 2006 | Main | April 2006 »

Mar31
Nobody leaves this room until we're done

One of the basic tools for building a brand is the most obvious.  Language.  The simpler the better.  For marketing language to have optimum durability and tensile strength, it’s got to stand up to time and reality. Especially the words of the elusive “tagline”. You've got to convey a message about yourself that is unique to you, relevant, sustainable, comprehensive, clearly communicate-able, and supportable by key players in the company. Sounds daunting but, like most things "marketing", the key ingredient is common sense. 

Try this exercise at the office.  Go to a big white board in one of your conference rooms. Down the left side, list the candidate taglines. Across the top of the board, write the categories noted above: Unique, Relevant, Sustainable, Comprehensive, Communicable, Internal Supportable. Gather the team of players you believe most indispensable to the success of your initiative: Product jocks, exec-staff members, anyone and everyone whose opinion is going to matter. Now for the fun. Have each person rate (score) each statement as high, medium, or low. Then, in the space beneath each category, write in the scores assigned to each statement. The ensuing conversation will likely be the most productive one you’ve witnessed in recent memory. At the end of the exercise, you’ll have your winning entry -- and a good tagline.  Yep, it was that simple.  Which must never be confused with "easy".

Mar29
Branding Lou Dobbs
All we need is Vince the announcer, ringside bimbos and Yoko Ono screeching "Imagine"
Mar28
You mean if I do an Isadora Duncan impersonation, naked, in front of City Hall I will be famous AND get busted?
Mar27
Nod to Nike: Great agencies help create great brand, but great clients make great agencies.
Mar22
Biggest lies told to agencies by clients
Mar20
An explosion of raspberry with deep plum overtones and just a subtle hint of spice and...
Mar17
Go brand yourself
Mar15
Gee, we didn't think people would actually skip our commercials
Mar14
Brand platforms are NOT shoes!
Mar10
Check out this watch -- on this page AND on my wrist!
Mar 8
When a brand goes bi-polar
Mar 7
How to stop the whining about not having a "message"
Mar 5
Blame it on Nike, not Bode
Mar 2
Windsor, the Vatican and Cupertino: some things don't change

« February 2006 | Main | April 2006 »

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