"Be brave enough to start a conversation that matters." -Margaret Wheatley
Content for the win | Vol. 3, No. 7

July 2014
 

Utah's tagline was changed to "Life Elevated" in 2006. The line is okay, but I love the state. And therein lies the problem with a lot of brand marketing—the communications do not accurately reflect the product or service being advertised. That is, the product or service in many cases is far superior to the communications used to promote the company. Sadly, this fact  can lower the standards and the expectations of clients and purveyors alike, and worse, it gives prospective buyers the wrong idea.

The entire point of marketing is to give prospects, customers, staff, media, investors, and the communities where a business operates, the right idea. It sounds simple enough. All we need to do is find one compelling idea inside the brand and present it in unique, totally authentic ways across a myriad of media. The compelling idea inside your brand might be that your product is Made in America, or that your products are incredibly durable (and therefore worth the premium price). The reason people get confused about this simple formula is they see total shit coming at them on TV every day. For instance, the idea that a light beer from Colorado is the coldest beer, and thus the most refreshing, drinkable beer one can buy is lunacy.

Clearly, brands like Coors Light are playing from a tired old playbook, where fantasies were trotted out at the consumers' expense. The good news is the old "shuck and jive" is nearly extinct. What's left is a very bad taste in the mouths of ad makers, brand marketers and the public. Time to spit out whatever bad taste lingers and get on the new page. Intelligent brand marketing conveys highly relevant and sometimes meaningful information to interested audiences. Are you with me? Le me know at david@bonehook.com.

Notes
  1. New on the site: People don't go steady with brands, but they do develop loyalties and preferences. 
  2. Need a new roc doc to blow your socks off? Here's the one you want: Muscle Shoals
  3. Zapier provided 10 email marketing tips of note, including a run down on using Twitter's new lead generation cards
  4. People running their own businesses in Oregon earn only 72% of the national average. That's one hell of a penalty for doing business in the Beaver State. 
  5. A whopping one-third of small business owners in the U.S. are unable to break away for vacation this summer. #unsustainable
  6. Thomas Friedman: Lessons learned after 20 years of writing a column.
  7. Four things leaders get wrong about creativity, including "Creative is Uncomfortable."
  8. Time for a big shout out to two of America's outstanding restaurants (that don't need the accolades, but deserve them nonetheless): The Red Iguana in Salt Lake City and Duke's Chowder House in Seattle. The service, food and settings at these restaurants are impeccable and there's not an ounce of pretense in the air or the food. 

Bonehook is a guide service and bait shop for brands. We help you find, shape and share your best brand stories. To book, call 503-970-3862. 
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“You don’t lead by pointing and telling people some place to go. You lead by going to that place and making a case.” – Ken Kesey

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