A Short Tip on Creative Writing

If it's too much to read, it doesn't matter what you say.



(I've been away too long...I'll try to do better.)

Brown to the Ground.

I was talking to one of my colleagues the other day and he brought to my attention the fact that shipping giant UPS has moved away from their "What Can Brown Can Do For You" positioning statement(introduced in early 2002)to "We (heart) Logistics."

I know I'm just an old Arkansas boy, but it seems to me that they've moved from edgy, memorable and customer-focused, to boring, clichéd and self-focused.

I sure wish I had half the money UPS paid for that advice. Further -- as added value -- I would've quickly told them I was just kidding.

Barbers and Brands

My son's nice little girlfriend is in Cosmotology School, eagerly working toward a career in...cosmotology. The other day she asked why I hadn't come to see her at the school -- especially since she would give me a "referral" haircut for half of their already very low price. After all, she said, "it's almost free, I do a great job, and I know you want to support me." I'm sure she's telling the truth. So, like George Clooney, I was in a tight spot.

Fact is, all logical reasons and supporting features aside, a guy named Ben cuts my hair. And I like him. This experience made me remember that, at the point of sale, choices are made based on preference. In this case, my preference is based on comfort, familiarity and trust. These things describe my relationship with Ben, and a good relationship with a service provider trumps all (unless something really bad changes it.) No doubt about it, in this case, I have a clear brand preference.

The little girl is a sweetie, and just as cute as she can be. But next week, I have an appointment with Ben. Hope my son understands.

Toyota: Buying a Market Position (or not)

I am fascinated by the current Toyota TV campaign which touts their investment in "safety." It features an expensive, well-done TV spot combining nice graphics with various scenes of beautiful vehicles. And in this single :30 spot, "safety" is shown graphically six times and is mentioned in the audio seven times, for a total of 13 references. That's one overt safety reference every 2.3 seconds, on average. It's almost obnoxious.

I've learned that companies can't simply create a strong position by claiming it -- especially if it runs counter to a common perception. And the common perception is that Toyota has many great attributes...safety NOT particularly being one of them. At least not today.

If they were paying me (a lot less than whomever they are paying, by the way), I'd recommend they tout their strengths now and let some time pass before slowly bringing evidence forward about how safe their vehicles are. And it would be through third-party recognition (i.e., Consumer Reports or some other group) and NOT through their own paid advertising.

Toyota marketers are smarter than this...surely.

Confessions of a forgetful liar.

I confess that I wasn't totally truthful when talking to a client the other day. He said that he wanted to "create some buzz out there" and I told him that, first, he had to identify and understand what makes his offering different from, and better than, his competitors.

Of course, that was a lie.

Marketers can create buzz anytime they want by doing (or saying) something that's audacious...or shocking...or hilarious...or even scary. Problem is, if it doesn't end up being relevant to answering the "what's in it for me?" question that always exists, then it doesn't translate into preference, which is the marketer's pot o' gold at the end of the rainbow. The only thing that's been sold is the buzz, itself.

I love a good laugh. Only sometimes, I don't remember who told the joke.

The New Communities

Growing up in the 50s and 60s, the first communities I remember revolved around my school, my church and my neighborhood. Later, as society evolved (or devolved, depending on your view), traditional communities seemed to give way to new communities -- many defined by brands. For example, kids were bused to school from different neighborhoods all over town, but on the playground, all the kids who wore Nike Air Jordans were part of a new community. Another great example: Harley riders. What other brand can you think of that is so strong that members of its community literally burn the brand symbol on their arm? One new community that will be interesting to watch during the coming year: The Tea Party movement. Stay tuned!

The old social media vs. the new.

One of my professional service firm clients is struggling with the notion of using social media in their marketing efforts. Run by folks generally over the age of 50, this firm comes from the same school that taught lawyers to shun advertising or, for that matter, any kind of marketing. They believe that business is business and all that social stuff is, well, something else. I simply asked: "Is golf social or business?" They immediately responded by saying "social" ... and then backtracked as we discussed all the deals they had made on the golf course. One positive difference: A female colleague opined that golf helped keep women out of the business world for years. Clearly, the "new" social media has no gender bias.