My father wasn’t much of an arts and entertainment kind of guy and he had but a few jokes at his disposal. One of them was a Bill Cosby take on doing drugs. Goes something like this: “People say that drugs enhance your personality. Yes, but… what if you’re an asshole?” So to be discovered on Google I should be consistent. Be a one-note blogger. Write myopic web copy. Yes, but… what if I’m multitudinous? What if the value I add to clients and the world is an ability to connect and align seemingly disparate data points into a cohesive and effective strategy that uncovers efficiencies and new ideas? What if I see branding as much about leadership as marketing? […]
Ed Stein, EdSteinInk.com, reprinted with permission If the current dialog about health care reform can teach us anything, it highlights the importance of figuring out our values. We all know the importance of inside-out strategic planning (and brand development, for those who consider them separate). The enterprise values, vision, and mission (brand) should be a collective exercise. Involve as many people as possible. Hold retreats, perform exercises, play games, put the words of participants on giant sticky notes. Transform the more insightful quotes into pictures on the graphical strategy map. Include verbatims in the final deliverable. Stage-gate the process by communicating back to the larger enterprise during development. And we’ve all seen the process devolve and the gears grind. Collaboration […]
Back in the late 80’s a drummer named Dave Weckl hit the fusion scene with the Chick Corea Elektric Band. If fusion was your thing Weckl was unquestionably your guy. He played impossible polyrhythm stuff and had technique so sound that many thought he sounded like a drum machine. Impossibly perfect. With Chick’s band, Weckl put all kinds of electronic triggers on his drums and got drummers everywhere thinking about how to use the machines to their advantage instead of worrying about them signaling a pending drummer irrelevance (in a way, the 80’s were to drummers what today is to ad agencies). Like him or not Weckl was a game changer writ large. Everyone started triggering their sets. Buying Octopads. […]
Rare is the mind that can develop strategic directions within a diverse company. Or a new financial tranche for financial advantages. Or data mine new customer buying preferences. Rare also is the mind that can make a logo represent a company’s vision. Or an ad headline that sticks and spreads. Or tell a story through a viral video. But the most critical mind to any enterprise’s talent pool is the mind that understands the importance of all those activities. And that can create aligned plans to pull them together.
A few words (very few) on communicating. Effective creative execution is about telling stories, facilitating a discussion about them, and in the end, showing an innovative enterprise at work. It’s not at all about tag lines. And presentations? They should help, not hurt. Enough said.