10 THINGS YOU WON’T HEAR US SAY
Remember that classic BT TV advert in the 80s with Bob Hoskins? Remember the classic line everyone used to recite – “It’s good to talk”? How right he was. Well, apart from if what you’re saying is wrong.
As a brand consultancy that prides itself on being forward-thinking, honest and challenging here are 10 things you won’t be hearing us say anytime soon.
Sometimes the familiar is nice, it’s comforting, it’s what we like and what we know (reference Wagamama’s Chicken Katsu Curry). Sadly, this doesn’t apply to brands. If brands stay the same they’ll be eaten by culture, outpaced by competitors and overlooked by people. Brands need agencies that ask “what needs to change?”.
You may or may not be making this as a conscious decision, but unless your strategy has room for always-on beta learning and innovation this is what’s happening. Wouldn’t it be nice to know your competitors are holding up your brand’s approach as best practice in their next C-Suite meeting.
Without knowing what a brand stands for, what it believes in, what makes it tick and its values all ideas will feel heartless. A strong purpose will shine bright through every brand and kickstarts the creative process, not vice-versa.
Big innovations come from the smallest of changes. It’s not about scale, it’s about testing and learning from something new whether it’s how you do something, where you do it or when you’re going to do it. Don’t play safe, play smart.
Facebook is just another paid media channel just like any other. You don’t have access to those 000’s of fans and are they even “fans”? It’s certainly not dead, but it also shouldn’t be the epicenter of your social and digital strategy going forward either.
Wouldn’t life be really dull if you had to repeat the same day over and over and over and over and over and over and over… ok, you get the picture. Let’s look ahead to new growth opportunities and manage our future, not held back by our past or inertia.
A 360 degree campaign shows an inherent lack of strategy and direction. Channel strategies are often overlooked but need as much focus and attention as idea generation. Remind us to tell you how our digital channel strategy work redefined Bacardi’s global portfolio.
Well at least without quickly following it up with “distribution is queen and she wears the trousers”. Content isn’t a silver bullet. Today, context is king with relevance, localisation and personalisation being the bedrock to any content and distribution strategy.
They’re not. Experiential is an interaction between a brand/ product and an individual with a functional outcome. A brand experience on the other hand is much bigger. It fires off all senses with a much more emotional ambition to connect a brand’s essence with an individual’s heart and head. Articulating a brand experience comes before a big idea, then flows between media channels reaching the parts of people’s lives others can’t.
If you want to hear what we WOULD say, drop us an email and we’ll go for that drink (our shout!).