Brand Matters: Marketing With a Pop
Without a brand story as a true north compass for all your strategic business activities, your brand can lose its soul. Without making that story clear to your customers in all that you do, your brand can lose its competitive edge. Hopefully your brand story is rich and engaging, a virtual page turner for your customers bursting with a mix of old and new, grounded by a solid heritage but open to your customers’ changing lives and needs.
Why not pretend that your brand is a storybook and lay out its central themes and stories? What pops? What stories need greater depth? What themes need more development? What is unclear to your readers (a.k.a. customers)? Create a visual of some type—a storyboard, a diorama, a scrapbook, an actual pop-up book—to show where you’d like to take your brand next.
Think Pop-Up Size
Pretend your brand needs to be condensed in some way—into a one-page website, an oversized postcard, a kiosk or a vending machine, or a trade show booth. How would you use this compact space?
In this concentrated environment, what would be your three main messages? The power of the pop-up experience is in its tightly edited presentation. In our attention-deficit world, brands that present the most succinct, relevant and compelling stories are the brands that endear themselves to their customers.
As a culture, we’ve moved from novels to short stories to short-shorts to 140 character tweets, from 60-second commercials to 30-seconds to 15-seconds to sound bytes to Tivo-ing right past it all. Brands must constantly hone their essence in tighter and smaller venues.
Pop-Up Talking Points
An additional benefit of these intense pop-up experiences is the ability for brands to be front and center with their customers and their products. To hear feedback firsthand from customers—both positive and negative. To provide an arena for customer concerns to “pop up.”