Would it be useful if every human over 50 made time to sit down and contribute to the Textbook of Life for the next generation? My chapter headings are too numerous to bore you with here. For sure I’d like to say something about the superiority of Vegemite over Marmite and something quite prescriptive about the role of the apostrophe. Which is precisely why I’ve not been asked to contribute to this bestseller as yet. But assuming sales were astronomical we could aim the sequel at the marketing fraternity (The Textbook for People who were Naïve enough to do Arts Degrees?) and I’d probably keep it to one chapter heading: Think ahead and get a brand strategy (for pity’s sake).
Somewhere along the way ‘content right here and now’ became disproportionately important. Marketing and brand building – people, budgets and our dear friend strategy – got diverted to instant, tactical intervention and response. I have to say it upsets me (and not only because I make a living from strategic thinking). No, it upsets me because not much value seems to reside these days with generating long-term loyalty and the sort of thinking and insight that provides the basis for a meaningful long-term relationship. A principle that could also form chapter 1 of that Textbook for Life eh?
I love a good briefing meeting (there are lots of not very good briefing meetings, we’ll leave that for another day). This one involved some sub-brand variants and the ever increasing ‘positioning, name (trade marked), pack design in 2 weeks’ mandate. (Why exactly are we so late to this meeting?). The time came to ask why these innovations and why now. “Because we had some feedback on social media about flavours people would like to try”. How many? “Not sure”. Did their demographic match our target(s) for growth against the 3 year plan? “We’re open to input from all demographics”. Oh dear, whatever next?
I’m over 40, a cynical brand consultant and frankly not that interested in planning by social, but that’s my failing and I am trying to learn, honest (ish). Come on though. At what point did it become acceptable to forget the planning function? By planning I don’t mean communications planning, I mean the sort of planning that brings together business and brand strategy and tries to set some portfolio objectives. The sort of planning that brings us right back to whether we are delivering on our purpose. With a CEO as Chief Brand Bod sitting right bang all over the plan.
Ah. Did I say Purpose? Quite the thing at the moment and rightly so. 15 years ago it was ‘internal brand building’ and the need to build the brand inside before even thinking about getting it right on the outside. Hear hear to that one too. However – and I arrive just in time at the key point, given most of you are thinking it’s time to see what’s happening on Snapchat (probably nothing your brand can’t do without) – what’s the next ‘thing’? If Christmas advertising stats show we might – gasp – soon tire of a plethora of cute animals and small people, who’s already on to the next heart-tugging concept? And which bright sparks in brand strategy consultancy land are already re-energising their offer and positioning around the next thing post-‘purpose’? Someone be brave and start the conversation. Think ahead. Good yes, certainly on social media, but how about creating a holistic, targeted and audience-driven strategy for intervening with brand-owners with your ‘Gen Oh’ thinking?
The epilogue? I didn’t write one, got distracted by getting this out on Twitter. Oh dear, whatever next?….