The following post is an excerpt from Digital@Speed, authored by digital marketing guru Mark DiMassimo. Visit the official website here to download your free copy today.
Great brands are like great individuals. Authentic. Idiosyncratic. Unique.
But most brands, like most people, fall into bad habits. And the bad habits cost them dearly. To help you avoid them, here are the Seven Habits of Highly Affected people.
1) Trying to be cool. The coolest clients never brief in “cool”. They focus on relevance.
2) Falling into The Aspiration Trap. Usually, you’re not the target audience. Neither is your Hamptons-dwelling agency head. Remember: it’s about the target’s aspirations, not yours.
3) Briefing from the Trend Report. Great brands create trends.
4) Management Fads. Quality is not job one! Professional management has buckets of specialized concepts. They don’t belong in great advertising, even to professional managers.
5) Believing: “You don’t get it because you’re not the target.” Your job is to get it or you shouldn’t be signing off. Period.
6) Wishful Thinking. Advertising can be a tool for leadership. More often it is a reflection of corporate denial. Advertise the target’s wish, not the company’s.
7) Mistake execution for ideas. It’s easy to fall in love with something beautiful, novel, funny, poetic, witty, or profound. Do fall in love. But first make sure there’s a powerful, convincing idea in the middle of all the artistry. If you’re in the right sort of place, your job depends on it.
Most brands have fallen into one or more of these habits. That’s why great brand change agents will always be busy.