Are you a branding idealist?

I don’t think it is that bad an idea to be a branding idealist. What’s that? In my definition, a branding idealist is one that seeks to change the world with their brands. Yeah, change the world like Noble Prize winners do. That type of change.

So instead of chasing numbers, increasing market share, being top-of-mind, opening more stores, you seek to define how your brand’s purpose can cure selfishness, increase longevity, diminish loneliness, eradicate hunger.

A brand idealist makes mission statements more a mission than a statement. They write positioning statements that takes a position, not just make a statement.

Is yours the ideal brand?

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What don’t you have?

I think this works for brands as well as for people.

If you don’t have enough experience, bring energy.

If you don’t have enough competence, bring curiosity.

If you don’t have connections, bring courage.

If you don’t have ideas, bring insights.

If you don’t have talent, bring tenacity.

If you don’t have money, bring audacity.

You won't always have most of the things. But you will always have something. And that is everything.

What can you bring?

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How do you get there?

Embrace questions, debates, arguments. Those are the paces that take us to the edge. You don’t see it. You think it is inconvenience. But it’s a necessary journey to take us to the perimeter so you can look off the edge. If you like the view, then you have something new. If you do not like the view, then walk back. At least you have seen that view. You can decide whether you like it or not later.

So swallow that inconvenience. A bruised ego won’t kill you. It’s good for your plans. It’s a necessary journey. Even though sometimes it means walking back to where you started.

What are your options?

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So what if it is not broken?

Don’t fix it if it is not broken.

"I have a set of formula I use when I launch a product. There is a certain way I do things; I stick to it because it works." You can call it a ‘formula’, you can call it a ‘principle’ or you can call it a ‘way’.

There is nothing wrong in doing things the way you have been doing. After all, they have served you well. Heck, I have a few myself, too.

But if you seek improvements, surely those dogmas need to be challenged. Sometimes formulas work, sometimes they don’t. That’s how new formulas are created. That’s how you improve.

What should you fix?

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Why just us?

An age old debate and discussion in the industry. One for which I have never gotten a good answer. Conflict of interest. You cannot handle accounts from competing companies. But why does it only affect the ad agencies? Why not the research agencies? Why not the production houses? The printer? The media like TV stations, press, radio?

Because we handle confidential information? Well, isn’t the information research agencies have also confidential? Your new campaign that is not out yet, that’s confidential but production houses that shoots your TVC knows. Even if it is out, your next campaign burst budget is known by the media you booked into, no? The printer surely has a copy of your new packaging designs. The post production house edits your TV commercial. The tapes are with the stations.

How come they are not subjected to stringent ‘conflict of interest’ ethics?

Just saying.

Why not them too?

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How do you inject inspiration?

Day-in day-out you get rejection, you get anxious about what you are about to present. Doesn’t matter which side you are on. Someone always presents to someone else. When you stand up there and present or sell – as the case maybe, someone is going to buy and someone is going to reject. That’s just a cycle in your daily grind.

                   

So how do you keep going? Inject inspiration. That’s how.

How do you inject inspiration?

Understand your subject matter. Understand your role. Understand your objective. Deep dive into the topic – you may end up loving it. See a different angle. Learn to be the best. Be wise – rejection is part of acceptance. Be brave – do things differently, adrenaline can be inspiring.

Add yours.

What’s your solution?

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What is creativity?

This is a very complex question. If you google it up, Wikipedia has a very interesting entry on creativity.

Related to that is when clients say, “this is not creative.” Which begs the question, “What is creative?” If you cannot define what is creative, then how do you know this is NOT creative?

Those who have been in the industry long enough will know the typical answer you get from a client is, “Well, that’s the creative challenge.” or “Well then, it’s the agency’s challenge isn’t it?” or the greatest cop out, “It’s the agency’s job.” Or any variations of that. As varied as a Ruy Lopez openings.

Suppose the CEO tells the marketing manager that his team is not very good at looking for smarter marketing opportunities. What is a smart marketing manager to do next? Perhaps, clarify what is deemed as “smart marketing opportunities”? Or at least what is deemed as “not so smart”? Without knowing what is deemed as “smart marketing opportunities” by the CEO can the marketing manager meet the expectations of his boss?

I suppose it is the marketing manager's job and challenge to figure out what is “smart”? 

Now do you see? Your turn.

What is creative?

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