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Brand Development Integrated Marketing Strategic Marketing Planning Uncategorized

S is for Strategy


strategy-f

Strategy First. Creativity Second.

Untitled2As a marketer for the past 25 years, I’ve learned a thing or two about how to move a client forward. Many clients want to go   straight to the creative but I always insist on establishing the strategy (and the budget) first. Because in the process of building a strategy we learn a lot about each other. Strategic marketing has a lot to do with defining who you are and what makes you different. Once that has been clearly articulated you’re in a better position to determine who your target audiences are. Many businesses do not go through this process. It’s not always easy. And even tougher if you have partners because what one person sees as the unique selling proposition is not always agreed to by the other parties. Gaining consensus is critical to building a strategy that will motor you forward. A lot of good stuff comes from this process. Everyone gets on the same page. You know who you are better than before and you’ve clearly identified your Brand Promise. You are focused on your goals and have a plan designed to get you there. All of this good stuff becomes the foundation for the creative ways you communicate your value proposition to the people who care.

So remember, strategy first.


Brand Development Brand Marketing Branding Copywriting Integrated Marketing Strategic Marketing Planning Uncategorized

N is for Novice


novice

Experience Gets It Done.

kkkkkkWe hosted our annual Holiday party last week, which by the way was also our 5th Anniversary celebration and an outstanding evening. While DARCI CREATIVE is still a relatively young business, I’m what you might call a “seasoned vet.” Having dedicated my professional career to helping businesses establish a strong marketplace position for nearly 25 years, I have a trick or two up my sleeve. That brings me to this past Sunday’s New England Patriots game. The Pats played the Broncos and I was introduced to the lightening rod that is Tim Tebow. I was fascinated, as, it seems, is most of the Nation.

So I did a little research. Tim Tebow was born on August 14, 1987. He’s a Leo. And still so young. But, a really good kid who plays football and does everything else in his life for God. Noble. And great fodder for the media. Tom Brady, our man here in New England, was born on August 3, 1977. Also a Leo and a bit more private about his spirituality. Brady’s got 10 years on Tebow, and has faced a lot more adversity than the current NFL ‘It Boy’. For those of you who are not fans of astrology let me explain to you that Leo’s love the limelight. They thrive on being in the spotlight. Leo’s symbol is a lion — which makes them proud warriors and born leaders. (Bill and Hilary Clinton are both Leos, btw.) So these two handsome guys are really well-matched from a psychological standpoint. The difference is experience.

Like a lot of inexperienced players (read: all individuals who are new to something – like marketing) they’ve got drive, they’ve got spirit, and like the familiar cheer goes: “if they can’t do it no one can!” So Tebow was on fire out of the gate. He was in love with his life, in love with that moment, and you could see in his eyes, he was sure he was going to win. But guess what? Tom Brady knew more. With his classic, calm focus, he was determined to find a way to get it done. And that’s just what he did play by play.

I’m not great at sports analogies — because I just don’t know enough about sports to be witty and relevant — but this match-up struck me. It was palpable the way that Brady led the Pats to victory and that Tebow had the talent but not the know-how. I watched a video of Tim’s and in it he said, “I’m a big fan of saying ‘hard work beats talent where talent doesn’t work as hard'”.

How does this relate to Brand Marketing?  I think the key here is that talent + hard work + experience = victory.

It’s like this. After 25 years in the field I know things. Yes, I’ve got talent or I wouldn’t have survived this long in such a competitive arena. And yes, Tim, I’ve worked hard. Really hard. But it’s the focus and strategy that wins the game. Many clients are kind of like Tebow. They’ve got enthusiasm for what they do. They believe in their mission. And, (when it comes to marketing) they are often guilty of committing a bit of hubris, which is a Greek word meaning excessive pride. This leads them to believe that they know more than they do in a field where they have very little experience. If you’re searching for a way to boost your business, hire the experienced pros.

Our job is to nurture the enthusiasm and tame the beast. Let us make the strategic decisions even if you don’t like them — because experience plus talent gets the win. Oh, and on Sunday, December 18th? New England Patriots 41, Denver Broncos 23. Boom.

 

Advertising Brand Marketing Branding Copywriting Uncategorized

M is for mmm-mmm good



mmm-mmm

The Power of a Good Tagline.

asdfowkfI’m a huge fan of great lines. It’s so awesome when something is delivered in a few words that really captures the reader (or the listener) and communicates the essence of a company or product. Like a lot of marketing terms these lines go by several names: slogans, taglines, straplines, or even mottos. But I refer to them as Positioning Lines to my clients. That’s because the string of words that you place alongside your logo and your company name are key critical to establishing your position within the market place.

Here are 5 tips to creating a great Positioning Line. 1. ID: It needs to support — and stay consistent — with the brand name. (eat fresh) 2. Sticky: Great positioning lines stick around because they’re memorable. (‘Does she… or doesn’t she?’) 3. Positive Benefit: You want to convey the consumer benefit for using your product or service in a positive way. (Just do it.) 4. Shine: With so many competing messages in an overcrowded playing field it’s important to set yourself apart with a creative and original Positioning Line, ie, don’t be boring and don’t do what others do. (Have it your way.) 5. KISS: Keep it simple, stupid. This is one of the toughest things to achieve. One word is rarely enough and 7 is usually too many. (Stronger than dirt.)

I think “mmm mmm good” is a much more successful line than, “It’s amazing what soup can do.” What do you think?

Let’s play, “Name that Brand.” Click on the Your Thoughts? link and tell me how many brands you can name for the lines I’ve used above as examples.