What’s wrong with you handling the brand?

There is nothing wrong for so long as you know you have to be loyal to the brand. By that it means you need to think about the people who are having a real relationship with the brand. Often times, you call these your consumers. Some times to make the terms sexy you may call them fans, or advocates.

The challenge for you is to keep your personal interests, hobbies, fears, love and whatever else you as a brand manager or a product manager or a marketing manager out of the equation. 

Tough. We know. We have the same challenge. But collectively we have to stay out.

Otherwise, we end up doing communications for us. You end up with a marketing plan selling to yourself.

You are here to forge the relationship between your brand and your consumers. To be the best matchmaker ever, you have to try to understand both parties.

What clarity have you gained today?

Let us help. Call us now at +60378901079 or visit us at roar-point.com

Is absolutism written in your brand guidelines?

Some brand guidelines are like fine china. A little crack it loses its value. Mom goes yelling and all hell breaks loose. No one makes a noise. If Mom can sue she will sue us. Gosh, that means no more requests for anything else that week, if we are lucky. Mom may decide to tell Dad. Then, more hell. You wonder if it will all end. You may decide to run away from home.

Others are like an engine. It takes in air, fuel, and spark. It combusts, it takes the pressure created. But at the right time it releases energy. It lets go. That letting go powers the car. The car accelerates forward.

Is your brand guideline fine china or a big ugly engine block?

Let us help. Call us now at +60378901079 or visit us at roar-point.com

How simple are your promotion mechanics?

The whole idea behind a promotion is to increase sales and put in some excitement into your brand. But sometimes people who come up with promotion mechanics get carried away. Either they have not been a consumer for so long or they hide in their marketing and advertising tower smoking whatever they smoke and drinking whatever they drink, they forget, they forget consumers want it to be simple. As. Simple. As. Possible.

There are too many things in their lives. Besides, the attention you want from them? Two dozen other brands want it too. So, uncomplicate it for people who buy you.

Don’t make them jump through hoops, run through a fire, chant some tribal song and yell your brand name out loud.

When you do that it is tough to communicate it. There are only so many ways your agency can say jump through hoops, run through the fire, you get the idea.

Keep it to single tier will you? Keep the prizes simple will you? Not for your agency’s sake. For your consumer’s sake.

What are you revising today?

Let us help. Call us now at +60378901079 or visit us at roar-point.com

Does your brand suffer from multiple personality disorder?

Ever so often you need to be a little careful with your brand’s personality.

You know those of us in advertising and marketing so like to define our brand’s personality as if it were human. Nothing wrong with it. Do not disagree with it. In fact, I am quite fond of it too.

A well defined brand personality, tone and manner help humanize the brand. Gives the communication some form of parameters to move. Ensures the consumers know how to relate to it. Even helps attracts the type of consumers we are coveting.

Only challenge is for those who have a hand in defining the brand’s personality, and also tone and manner, to every now and then remind yourself to have some fun. Dig a little deeper, see a little clearer.

See if you have succinctly defined your brand’s personality. Or even in its tone and manner.

A brand’s personality written like a laundry list like this - credible, fun, creative, honest, trustworthy, innovative, trendy, modern, down-to-earth, classic, authoritative, serious…” and the list goes on (Thanks, Yee Thong)  - is probably done by a committee too afraid to offend each other. Or someone who is too chicken to commit. That being the case, your brand may need psychiatric help. 

Because some of these words do not reside in the same orbit. If they do, they clash. When they clash, your brand becomes psychotic. 

What can you diagnose today?

Let us help. Call us now at +60378901079 or visit us at roar-point.com

What if there is no “what if”?

What can you achieve for your brand then? What if you challenge yourself to do something you have always wanted to do for your brand in record time? Ship it. Get it done. No ifs, no buts.

Feel the fear and do it anyway. Be vulnerable as a brand manager. Feel the vulnerability and aim for invincibility.  Do it because anything worth its reward is worth risking your reputation.

Fight your natural inclination to ask “what if?”, “but”, “it’s different”.  Only ask “how?”

They built a 15 storey hotel in 6 days 

I am sure there were a lot of “what ifs”, “buts” and “it’s different”. Eventually they went with the “how?”

When’s your “how?”

Let us help. Call us now at +60378901079 or visit us at roar-point.com

Is apoptosis in your marketing plan?

Apoptosis is programmed cell death. Too much of it causes atrophy to our body. Too little of it causes uncontrolled cell growth like cancer.

Apoptosis works on a complex chain of signals.

To hone a great marketing programme, you need to know when to kill certain elements.

Who are you relying to give you the signals?

What signals are you picking up today?

Let us help. Call us now at +60378901079 or visit us at roar-point.com

Is your brand’s love transactional or relational?

Because business is very real. It’s all about the money. Money makes the world goes round. Some say love makes the world goes round. Some say, when consumers love you enough they buy you, money changes hands. Hence, the world goes round.

For consumers to love you, fall in love with you; you need to start courting them. How have you planned that courtship? Is that courtship plan too transactional? In that case it won’t work. He would be marrying you for the money. Not love.

So, don’t make your potential lover feel you want money from him but you want him to love you too. Doesn’t work that way.

What love have you sent out there today?

Let us help. Call us now at +60378901079 or visit us at roar-point.com