A Beautiful Brand.

I can’t tell you how many times I gave “my all” in strategy meetings only to have someone in the group say, “Well, I guess it’s time to turn it over to marketing so they can make it pretty.”

My responses to situations like this are irrelevant and, likely, a bit coarse. So, I’ll refrain. However, I am here to make a bold statement for everyone who leads the branding charge for their organizations.

Long gone are the days when Marketing simply created pretty brochures and eye-catching ads. And any executive team member who does not realize this would be my top priority (if I were CEO for a day) when following Jim Collins’ wisdom of “putting the right people on the bus.” In today’s ultra-integrated, highly-collaborative, and mutually-dependent work structures, there is no place for marginalization of the people who are most likely among the most engaged with the customer experience. You need only view one page on my website to see the impact my amazing team delivered by:

  • Understanding so well the explicit and implicit drivers of our target market’s behavior that brand awareness increased by 45% within one year of brand launch.
  • Building the data and insights to gain a +/- 2% on our market’s attitudes, behaviors, and intentions that could then be reflected back to them—leading social media growth from 0 impressions to 22+ million engagements within two years of launch and for the next several years.
  • Creating messaging so targeted, resonant, and meaningful to our intended audience that—through one (1) campaign—an ROI of 2,600% was achieved on an $11K spend.

(OK, I can’t help it, folks. I’m so stinkin’ proud of the team I had the honor of leading for 10 years that I brag on them every chance I get.)

But back to the title of the Blog, “Average vs. Beautiful Branding.” To bring this concept to life fully, I can think of no better example of a clear and compelling brand replete with empathy for its consumers and their life journeys. It’s not about the pretty brochure. It’s about enveloping the minds and, more importantly, the hearts of those it serves.

Props to the folks who reached what I (humbly and slightly-enviously) consider the pinnacle of brand success in our time. The volumes of data, the clarity of insights, and the depth of wisdom embodied in this firm’s message is simply breath-taking.  The two images below will take you to YouTube for a few minutes of life in the shoes of these consumers and the heart of a company bold enough to ask, “Why?”

 Why did you choose that door?

1

Click here to view the video on YouTube.

Why are perception and reality so different?

2

Click here to view the video on YouTube.

Inspired by the thought that the world is a better place when women claim their right to feel good about themselves, company and product sales sky-rocketed and continue their upward trajectory (hey, this is a branding blog, after all). Most important, however, is that these two experiences tell stories that can’t help but touch everyone deeply—female and male—while giving us each the permission to be the unique, irreplaceable, beautiful humans we were created to be.

Brand leaders, take note. We all have the chance to make the world a better place and, to do so, we owe the human beings we serve more than just an average, run-of-the-mill brochure. It is our obligation to deliver a beautiful brand experience.

Thanks for reading. Until next time.

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