Category: Brand Strategy

Brand Strategy Perspective

Data collection

The internet operates on a system of data collection. The amount of information input is directly related to the information we are able to output (access).

Let’s say for example…

A person provides personal data on a social media website. The site collects the data for other people to access and will store the data for future retrieval. In most instances, a brands perceived influence is directly related to the amount of information people want to access in relation to them.

With a brands influence hanging in the balance, let’s clarify some of the biggest misperceptions of the online data collection system…

Participation: This system does not require your permission to participate.

Dependent on the source: The input of information does not have to come from the source. While a brand may not choose to be part of the system, they are by default because of their connection to others.

Responsibility: It is beneficial to assign the responsibility of data input and management to someone with sufficient experience.

We should begin to look at our online environment as a data collection system, and understand the impact of our intentional involvement. Data will be collected for consumption, the question is, what information do we want to make available?

Brand Strategy Growth

Creating value

There are instances where a brand offers a great product or service that people do not associate the appropriate value to. This produces a disconnect based on what something is worth. It is costly because a brand that is not able to effectively communicate value, runs the risk of becoming extinct.

The definition of value is….

val·ue

The regard that something is held to deserve; the importance, worth, or usefulness of something.

Being undervalued is a hard barrier to overcome. But we are more likely to create value when we effectively communicate our importance, worth and usefulness.

Brand Strategy Perspective

Selling sound

How do you sell sound? I’ve been observing the strategy of a music streaming service, Tidal, that is attempting to do just this.

While they’ve made some adjustments in their brand presentation since I wrote about them here, they are still misguided in their approach of promoting sound quality as the differential between them and their competitors.

The obvious reason that Tidal would try to sell sound quality is because selling screen quality has worked for television and other devices. But, the reality is:

Selling sound quality is not equivalent to selling screen quality.

Referring to science alone, sight is our most dominant sense. That is why we can distinguish between high and low screen quality. We don’t register the difference in sound quality enough to sway our purchase decision.

Considering this, how should Tidal adjust their overall brand strategy?

The tagline…

Current tagline: High Fidelity Music Streaming

The issue: What value does high fidelity add to me as an end user? I am not sure that most people could tell you the difference between high fidelity and the quality of their music now. It is not quantifiable in a way that people can extract value.

Suggested tagline: Flawless Music Streaming or Flawless Music

The quotes…

Current quote: “Forget Spotify. Get CD Quality Music” – Forbes

The issue: On Tidal’s website, there are several quotes that refer to the CD quality of the music. Meaning, Tidal is attempting to position themselves as offering new technology by comparing themselves to old, outdated technology? This takes away value and may be confusing to consumers, some of who may not even know what a CD is or have enough experience listening to them to understand the quality comparison.

Suggested quote: “I’ve never listened to music this flawless.” -Pannsy

Tidal should be inspired, not completely lead, by the sound quality of their music. They are trying to sell sound quality to the masses, when they should be selling to people who want their life, and their music, to be flawless. That is how you sell sound.

Brand Strategy

Consistency

In life and with brands, consistency seems to be one of the biggest challenges. Random and inconsistent efforts cost us valuable time and will always keep us short of our full potential.

In my experience, building a consistent brand requires, at the minimum, these 3 elements:

Focus: A clear understanding of the core strengths.

Discipline: The discipline to operate within those core strengths and resisting the lure of trends.

Planning: The proper planning helps us make intentional steps, at the right time, that are aligned to our goals.

The problem with consistency is that you can seem to operate fine without it for a while. It’s one of those things that doesn’t seem to cost you anything, until it costs you everything. A lack of engagement and wasted time and efforts, over a certain period of time, eventually catches up to us. And at worst, it keeps us from reaching our full potential.

Brand Strategy

Alignment

One of the most common problems I recognize and work on with brands are alignment issues. It is often the case that what they stand for does not match up to how they exist in the world. This produces a disconnect that ripples in to other aspects of the brand.

Mis-alignment is costly because it:

1. Wastes valuable time and efforts.

2. Makes it difficult to understand what you do best.

3. Blocks clear communication.

4. Results in missed opportunities.

Getting a brand from a place of disconnection to a place of alignment requires us to be intentional. But in my experience, the results are always worth the efforts.

Brand Strategy Perspective

Soup du jour

Which one would you prefer, soup du jour or soup of the day?

Soup du jour means soup of the day in French. Which is why I was intrigued when I saw this on the menu at a local non-French restaurant. I started to wonder about the origins of this naming decision, which accompanied items that were simply named hummus, fruit bowl and fish tacos.

As I waited for my soup du jour and hummus, I observed people politely leaving the restaurant with half eaten dishes. Apparently, the naming of the soup was not the only identity crisis in existence. And as I began to eat my hummus that boasted odd flavors, an unpleasant consistency, and weird color, I wondered if this was a restaurant trying too hard to be something else? Ironically enough, the soup du jour was perfection.

Brand Strategy Growth Perspective

What you do best

The other day I worked with a phenomenal writer who is aspiring to write and produce a screenplay or television series. While discussing potential next moves, this person was adamant about exploring an idea that was far removed from writing. Their thought process was that this idea appeared to be low hanging fruit, in an industry already saturated with subpar ideas. Maybe success here could help support their true passion of writing down the road?

As we redirected the brainstorming session back towards a focused direction around their writing skills, a few key questions revealed the idea that really wanted to live. We started to grab the relevant pieces from that idea that seemed far removed, and uncovered a direction for a fresh idea that has much promise.

Sometimes, we can experience burnout and fatigue from trying to reach our goals, and it is tempting to explore something that is completely removed – Maybe even good? But when that far removed idea visits us, we should consider the relevant pieces. Because maybe what we really need is an inspired thought that allows us to look at something from a different angle. In these scenarios, how do we widen the possibilities and still honor what we do best?

Brand Strategy Growth

More than talent

The first thing I do each morning is write for myself. No editing, expectations or excuses. Even while on vacation, during the holiday’s, and on the weekend. Its been nearly 3 years, and for about the first year, my writing was hardly legible. I don’t write for feedback, judgement or stories. And it’s rare that I ever go back to read what I’ve written.

The guidelines are simple:

1. Write every day.

2. Don’t think.

3. No expectations.

4. No judgements.

Before my commitment to this daily routine, I had several failed journaling attempts. My home carried the evidence of papers sporadically filled with random thoughts, occupying space among blank pages and hidden potential. And numerous blogs were created with good intentions and shared with nobody.

This daily routine has been my antidote to the many jump starts and creative efforts that could never flourish. Helping me realize that creativity requires more than talent. It’s about showing up every day and not over-thinking, while keeping expectations within reach and judgements to a minimum.

Brand Strategy Perspective

A wider perception

Perception is defined as:

The process of becoming aware of something through the senses.

A persons perception is only as good as…

– The process they use to gather information.

– Their interpretation of the information.

Perception is not…

– A barometer of right and wrong or good and bad.

– An unchanging reality of our environment or experience.

A person can widen their perception by…

– Expanding their process for digesting new information.

– Gathering information from alternative sources.

Our world, projects and ideas could benefit from a wider perception. But first, we must challenge ourselves to discard accustomed perceptions for broader ones.

Brand Strategy Perspective

Good idea. Better timing.

Good ideas often fail because of bad timing. I’ve personally experienced this with a product idea, that on it’s way to being produced, got side swiped by a flailing economy.

According to Bill Gross, founder of Idealab, timing is the number one reason startups fail. In his recent TED talk, he reports that when accounting for 5 key factors: Idea, Team, Business Model, Funding, and Time – Timing was the biggest factor in success or failure. Surprisingly, idea was only the 3rd most critical factor.

His less than 10 min TED talk is worth watching…..if you have the time.

What does this mean? Here, I talk about about our perception of time being a construct of the brain and how it can be manipulated. How can something so abstract be accounted for in the generation of new ideas?

Below are a few ways to account for timing…

Relationship: Be in relationship with the world around you. Isolation runs you the risk of developing an idea that is not connected to the way people are actually living their lives.

Presence: Events are not as random as they seem. Many times we can look back and see all the clear linkages that produced our present state.

Vision: Draw linkages between people, world events and your personal experience to identify trends.

Usefulness: Aspects of the idea can be timely, while others may not be. When packaged with useless ideas, even a good idea can seem untimely.

Relevance: Answer the question, why is this idea relevant for today?

Sometimes, you may check-off all the boxes, but still have an idea that doesn’t get off the ground. The reality is, only time will tell.