Brandstoke

Every competitive situation, whether love, sports, or business, calls for strategy. And most strategies involve deception. More on that later.

The word “strategy” is derived from the Greek “strategos,” meaning military leader or general. In the military and elsewhere, its definition has evolved to mean a systematic plan of action intended to achieve a desired goal. The difference between strategies and tactics is sometimes blurry, but generally strategies are planned and tactics are executed.

Often, the strategic plan involves trickery–another word for surprise attack. In sports, it’s the trick play, the fake hand-off, the juke move, the curveball, the feint, the reverse, etc., all intended to catch the opponent off-guard.

One of the principles of strategy essential for success according to The United States Army’s Field Manual of Military Operations is this one:

• Surprise (Strike the enemy at a time, at a place, or in a manner for which he is unprepared.)

Many organizations forget to develop a plan for out-maneuvering their competitors. Instead, they focus only on achieving operational excellence. Perhaps you have seen some version of this caution: “Efficiency is a consequence, not a strategy.”

Of course, tactical efficiency sometimes works, say handing off to the tailback on third and goal. The play fools no one, but if well executed it may succeed. Once. Next time, the defense will be wise to it.

Sun Tzu in the The Art of War says, “Do not repeat the tactics which have gained you one victory, but let your methods be regulated by the infinite variety of circumstances.” In other words, mix it up.

Is your strategic marketing plan directed toward out-maneuvering your competitors?

Tags: Branding, Brandstoke

Take any group of people. Give them a goal in which they have a vested interest, throw some obstacles their way, and apply pressure. What happens?

One common outcome of a shared experience is that the group members will bond. They will say things like, “Our team busted our butts putting the annual budget together in four days. Nobody slept. It was a hell of an accomplishment.”

And they will identify with each other. They will give each other knowing looks in meetings and tell inside jokes. They will develop their own mythology. And something else: they will brand themselves.

Apparently it’s human nature. One would think a football team, for example, would have one identity only. But within a team, the defensive players share a special bond, as do the offensive players. And within  the defense, the linebackers hang together, as do the defensive backs. The seniors on the team are bonded as a class, as are the first-year players.

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Tags: Branding, Brandstoke, Design

Your brand’s essence — just one word that sums up how your brand connects emotionally with your customers. Identifying it sounds simple enough, right?

After all, you know your business. You know your audience. But articulating how they feel about your brand in an authentic and meaningful way is often challenging. Few get it right.

The reason: essence is an intangible.

The features of a brand, e.g. lightweight, fast or blue, are tangibles. Easy to sense, describe, measure and compare.

The essence, on the other hand, is felt.

Lacing up a new pair of Nike running shoes feels inspirational. Riding a Harley-Davidson motorcycle feels liberating. Experiencing Walt Disney World with your children feels magical. Strong brands have well-defined, easily grasped, simply obvious essences.

It should be easy to figure out, but getting there takes soul searching. To get it right, one must know how your consumers experience your brand.

To help those who participate in determining a brand’s essence, here are the primary criteria. Test your essence against them.

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Tags: Branding, Brandstoke

Here in the Information Age, we receive more words than can possibly register. We are deluged with data.

Funny thing. When everyone is shouting, most marketers attempt to shout louder to be heard. Most strive for share of voice by out-explaining their competitors.

In a previous post, I suggested that using fewer words demonstrates focus and clarity. “Less” stands out from the rest. “Less” is often most powerful.

As an example, this wraparound outdoor signage at West 42nd Street and 7th Avenue in New York City works without words. Not even a brand name. Of course, it is Target, a master of restraint.

Target’s effective use of simplicity arises naturally from its philosophy. “Great design is the essence of the Target brand. Since day one, our company founders recognized that the appeal of smart, stylish, well-designed products and stores would set Target apart.”

In its marketing, Target applies its standards consistently. Its advertising is quickly recognized. In its category, it owns the colors red and white, the way UPS owns brown and Fiberglas owns pink. (Owens Corning, maker of Fiberglas insulation, has actually trademarked the color pink.)

The target icon is so simple and obvious it is recognized without the Target name.

No name — ’nuff said. Which other brands can get away with this?

Tags: Branding, Brandstoke, Design