A good ad is many things: strategic, persuasive, targeted, an investment, original, and creative. However, one of the most important attributes is connectivity.
There are so many brands, so many choices, so many claims, so much clutter. It’s not good enough anymore to be “pretty good” at everything. You have to be the MOST of something.
Learn the key means of building a sustainable brand is to create an internal brand school within your organization.
Too many brands are caught up in collecting numbers (any kind of fan) instead of collecting AND connecting with fewer, but more passionate fans (a specific kind of fan). However, “passion” is exponentially more effective than the former. Being “loved” wins over being “liked” every time.
Focus is the foundational principle of branding. Without it, generalities distract, distort, and discredit your brand. Find out five ways to develop the clarity you need to focus your brand message.
If you don’t know, don’t feel bad, you’re in good company because many of today’s business leaders couldn’t tell you either. Maybe this story will help to clarify.
Many leaders react to outside threats to their brand (dissatisfied customers, cantankerous critics, unruly competitors, etc.), while ignoring internal risks that could be even more damaging. However, individuals within the company who may not intend to do harm, may inflict as much or even more damage to your brand.
Send something out of the ordinary to the person you want to speak with. If it’s unique enough, the gatekeeper will be forced to pass it along. In turn, when you call, you’ll be remembered and then connected.