Category: Perspective

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 Meaning, Tidal is attempting to position themselves as offering new technology by comparing themselves to old, outdated technology?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.

Brands Perspective

A lesson in spotting trends: Bill Cunningham

Bill Cunningham is an 86 year old photographer who, in my opinion, has one of the biggest pulses on fashion and trends. He accomplishes this by doing something simple, observing his environment. Geared with his camera, a blue jacket and bike, he roams the streets of New York City, capturing images and discovering the connections between people, the environment and its relation to fashion. In a very unassuming way, he consistently records trends that are compiled in short videos posted by the New York Times.

Spotting trends does not have to be an ambitious process. It’s a simple practice of observing our environment, curious to discover the connections that exist.

Below is a short video of Bill Cunningham observing his environment, created by the New York Times

Perspective

Ideas float

My belief is that ideas float. When we feel the gentle breeze of something that wants to live in the world, it is inviting us to share. If we fail to follow through on the this special moment, the idea will try its gentle breeze on another person, possibly someone more willing to breathe it into existence.

It’s best not to take the gentle breezes for granted. It’s in the nature of an idea to float.

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.

Growth Perspective

Noise

At first, a loud or imposing noise can seem unbearable. After a while, we get used to it and it’s business as usual. That once irritating sound can become a seamless part of our background, and it’s not until we withdraw our attention, that we’re reminded of how intrusive it really is.

Noise in our environment comes in many forms. It can exist as an idea that has worn out its welcome or a broken system that remains in place. We must remove ourselves from the environment in order to hear the noise with a renewed sense of open-mindedness. When we do, we may decide that there is an opportunity to adjust the volume.

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 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.

Growth Perspective

The hype

Hype is an interesting thing. It’s when popularity makes something more attractive than it really is. When an overblown reputation makes something more sought after than it probably should be.

For example, if a friend asks my opinion about a popular restaurant that was only subpar, I might tell them, “Don’t believe the hype.” Meaning, it’s not as good as people have made it out to be.

The alluring thing about hype is that it attracts people by the masses. The danger is that it can repel people twice as fast, because nobody can fill the gap of overblown expectations.

Make sure what you’re doing is worthy of the hype, but don’t fall for the trap of believing it.

Growth Perspective

Highlighter

How often do you return to the things you highlight? What is the reminder to go back and review that thought, information or material.

There are times when the best ideas exist only as a highlighter. As a thought scribbled in a journal, a fading sketch, or a folder labeled “Ideas.” In the moment, these highlighted thoughts inspired something within us and triggered an action that marked our intention of coming back.

If it’s been a while since you’ve returned to the things you’ve highlighted, here’s your reminder. It’s worth going back to the things we’ve highlighted.

Growth Perspective

The weekend

Can you imagine a time before the weekend? If you lived life in the U.S. prior to the 1940’s, you might. And while life without these coveted two days may seem impossible, the reality is it took a combination of events to secure its place in our lives.

Some of those events include…

Time: First introduced in 1908, it took over 30 years to implement the weekend, as we know it, nationwide.

Climate of change: To prevent layoffs during the Great Depression, policy makers reduced the hours worked – Serving as a partial remedy during drastic times.

But, what are the possible disadvantages of a valuable idea, like the weekend?…

Stuck in time: When something has appeared to work for a significant period of time, our thinking can become rigid, preventing us from seeing new possibilities.

Resistance to change: A good idea can become a stale idea if it does not evolve with its environment. For example, technology has increased efficiencies without a significant change in the workweek.

Good ideas have an enduring quality to them, and existence without them can seem incomplete. But all ideas, even the greatest ones, must evolve as we do.