Friday, October 13, 2006
Allen Adamson On Marketing Shift's BrandingA few weeks back I told you that I had received a complimentary copy of the book Brand Simple, by Allen Adamson of Landor Associates. Well two weeks ago I had the opportunity to pique Allen's brain about my vision for Marketing Shift and how to implement that vision using the techniques he outlines in Brand Simple. The conversation was chocked full of brand goodness, seriously, I was really impressed.
First off I have a hard time expressing the thoughts in my head in ways others can relate to when it comes to Marketing Shift. I think it's because I'm ADHD and mshift is my baby. Anybody that knows me knows how much I've gone through just to keep mshift and that I'd rather not post an entry for 6 months than put posting something here that doesn't add value to your day.
So when I started talking to Allen, I was going 100mph about where I want to take mshift, the theme I wanted to go with, the areas of content I wanted to break into, yada, yada, yada... and the amazing thing is that he got all of it. He was able to break through some of my notions of what were important to the real core of mshift's essence. When it was all said and done, I felt like I had enough information and direction to take mshift to the next level and with the confidence needed to be able to stand behind the changes because I know why they're going to be made.
Some of the things Allen pointed out that really hit me dealt with things I took for granted and didn't really think about.
- The more focused the company, the better the brand. Find the areas I want to focus mshift's content on and run with them. As you broaden your business' scope this becomes much harder.
- Look at the tagline of your company. My mshift tagline says "Now with more data!" What the heck is that about? I just slapped it up there a while back cause I thought it was funny, but that does nothing for my brand. I should be using more of a competency line in it's place like... "Interactive Marketing Magazine"
- Your competency line should say where your brand is going instead of a cheezy tagline.
- List the areas you're focuing on.
- What is your brand's high level promise?
- You must be able to get a handle on what the brand stands for with just a glimpse. So mshift visitors should see the logo, the tagline and the main nav and have a great idea of what we're all about. I can say with 100 percent certainty that this is not currently the case.
Allen is one of the most down to earth Marketing / Advertising / Branding Executives I've ever had the pleasure of speaking with. He was friendly and didn't mind me dragging him through the mess that is my blog in an effort to apply the principles and ideas his book talks about. Maybe it's because he has children and understands that no matter how big our egos get, we're still just dad to our kids. I don't know, but I was impressed.
Something he said that caught me as funny was...
"Is your head like a desktop"
Meaning, is your brand so cluttered and full of stuff that has nothing to do with what you're trying to accomplish that it confuses everyone but you? Well I know that description fits me to a T and now I'm going to make some changes about it.
By Jason Dowdell at 09:16 AM | Comments (2)