Stop asking what you do. Start asking why you do it. Then, and only then, you’ll start to build an authentic brand.
A few often-missed keys to marketing? Stories and empathy. Stories show who & how you’ve served. Empathy proves that you’ve learned from it.
Listen, listen, listen – then act. Then listen, listen, listen again.
Culture has to be scalable. An organization or brand cannot be based on one individual. It must be in the air, in the walls, in the DNA.
Analyze your competition carefully. Not for what they’re doing. But for what they never thought to try.
A brand can no longer be merely created. It must be infused.
Positioning requires you to claim who you are. But also requires you to go through the hard work of admitting who you’re not.
“I am not affected by advertising”, is usually said by the guy with the name brand phone, watch, car, clothes, etc. Yes you are. We all are.
To emulate your competitors is to fail. Don’t become a version of them. Invent. Motivate. Differentiate. Transcend.
Your brand will have the tendency to drift off course. Always go back to your brand foundation document. It is your true north.
Nothing beats authenticity in a brand. If a brand is real and honest, nothing needs to be invented or created. Merely unearthed.
When a brand finally finds its true self, it is free to find its true customers. Until then… good luck.
The creative mind should always be open. However, it should be made aware that its target’s mind rarely is.
The #1 mistake companies make when communicating: looking in the mirror instead of looking out the window. Think about customers. Not you.
We do not persuade. We do not convince. We expose people to truth, and let them persuade and convince themselves.
Note to marketers: People are twice as smart as you think they are. People are half as patient as you think they are.
Great branding is the ability to see forests while affecting trees.
Technology is not a marketing strategy. It’s a means. And if overly used, a crutch.
The Catch-22 of marketing: doing what is proven is unoriginal. Doing what’s completely original is unproven. Risk. Reward.
In a customer’s eyes, there is no greater attribute a brand can embody than unrelenting honesty.
You cannot defend what you cannot define.