I’m hoping for some brand clarity. Which isn’t clear in itself (read on). I suppose I’m middle-aged and feeling a bit bewildered. I had thought with life progression and the benefit of ‘wisdom’ things just become clearer. Quite the opposite. I utter the phrase ‘how extraordinary’a lot – at today’s politics, at a No-Plan-Brexit, at human behaviours, at the sheer unfairness of many things, at the adult social care system, at my own inability to decide whether to get a dog. My mother was right when she said I over-think things. It’s not a bad trait in a strategist probably. It’s just that these days I find it easier to go for a run than decide whether a sausage dog would be a good companion (they yap a lot apparently).
Controversial brand and marketing statements to follow. The internet has blown choice and opportunity wide open of course, but it has taken its toll on our ability to make quick, clear and uncluttered decisions, unencumbered by Everyone having a view. The age of consumer generated content has made it harder for organisations and brands to claim a positioning ground based on single-minded research and an insight and planning function with a few focused marketing heads in-house. ‘Digital marketing’ has grabbed budgets and heads without necessarily delivering its fair share of building long-term brand value. Branding and marketing as disciplines sit in the context of much of public life in endless flux and talk a lot about purpose, without their own being clear. (I’m not talking about ‘social purpose’ here – there just aren’t that many brands that have a right to claim that territory). Told you I was middle-aged.
Even February has been a bit bewildering. 20 degrees? I’ve had to have the ‘can I wear shorts yet?debate before my training runs this week. No, because it’s only February and shorts would be just a bit too bewildering.
I think we are in an age where brands have a big fat opportunity to fill a big fat void and offer some positive clarity. There’s a real opportunity for brands to stand up, have a view, help signpost and provide choice. Brand clarity. On this spring-like day I started thinking of brands that are trying hard to do things their way – not how the internet wants them to do it, not how the media or the voice of protest tells them they are doing it. Just brand clarity and a clear and identifiable grab for heart and mind in an Age of Bewilderment.
Mini came to mind. With a brilliantly segmented portfolio including the Clubman ‘estate Mini’ with its split-door personality and the Countryman ‘SUV Mini’ with its sense of adventure, their advertising exudes the Mini spirit delivered in clearly delineated bundles of Mini-ness. ‘Who’s in?’ offers an invite to the 48-hour test drive as well as building an aspirational sense of the Mini community. I made a decision in November (yay!) to buy a Clubman. Car before dog.
Next Talking Pictures came to mind, the independent archive film and television channel. Their purpose is to let us relive some of the rarest and greatest gems from film history, often to be found in glorious black and white. Isn’t that nice? The channel links invite a chilled cinematic experience and their promotional copy offers us to grab our drink on a stick and take our seats in the one-and-nines. 1940s black and whites won’t be for everyone. But how refreshing that they are prepared to take their stance and run the risk that youth and ‘screen modernists’ won’t be that interested. Brand clarity.
Thatcher was perhaps the last UK politician to take the stance that having such an unwavering point of view – and being prepared to express it clearly – would mean losing some people along the way (lots, as it turned out). They weren’t ever going to bring long-term value. Upgrading loyalists and converting the low-hanging fruit was not only more efficient, but was where true value and loyalty were to be found. She may have generated bewilderment in many ways, but her marketing fundamental in this respect was intact.
I’ve mentioned just two brands, but to me they offer reassuring brand clarity. You’ll comment straight away that the worlds of cars and television are hardly where the biggie and pressing global issues of today are being debated and unpicked. That may be true. In the absence of any kind of clarity on any of the thumping great Age of Bewilderment issues however, I’m happy to be thinking about the stuff that many people are taking comfort from day to day. My beautiful Mini and a cracking black and white thriller of an evening are a pretty good start. Now about that dog-shaped hole on the sofa…
Meanwhile here’s a general call for more brand clarity. There’s an open door and an opportunity for brand greatness. If that’s not too bewildering.
.