Pass the Content Please

The new term for what we used to call knowledge is "content." I wince a little when I see it because I've always associated "content" with something you fill things with—like food ingredients, or a product packing list. 

The way the word is used relating to social media and marketing strategy, "content" is a concept that was invented for Twitter, blogs and the like. Referring to information as content makes it sound less like insight and more like a commodity. Maybe that's because a lot of it is. Like junk food. 

 And that... is my content for the day.

5 Myths About Branding and Cold Weather

This week's polar vortex is yet another reminder of all the misinformation out there about cold weather and branding. We've decided to warm things up and address some of the common myths.

Myth #1: I need a summer and a winter brand. 
A solid brand doesn't change like the weather. You can create seasonal marketing campaigns, but your message must be consistent for it to resonate with the people you want to reach.

Myth #2: My new website will sell ice to Eskimos. 
It's important to be realistic. While it would be great to sell ice to Eskimos, the idea is just plain silly. Eskimos would never buy ice online as the shipping costs would be prohibitive. Know your market.

Myth #3: An ice sculpture of my logo will put me on the map.  
Your logo alone won't give people the warm fuzzies. An iced logo might be a good idea in the right context — surrounded by lots of food, good music, and a well-stocked bar (in which case, you should engage us to consult at the event).

Myth #4: My brand will be left out in the cold if we're not on social media. 
Tweeting and posting without a plan can put a chill on a brand. When you make the jump into social media, stick to your message and remember to be relevant, informative, and thoughtful.

Myth #5: My tongue will freeze if I lick envelopes. 
If you're actually sending things in envelopes, you're probably doing something your competition isn't. Just have your mail shop seal your letters (and personalize them). If you feel like licking them, have at it. Just be careful if you do it outdoors.

The reality is, when it's really really cold, chances are no one is thinking about your brand. Unless you're Swiss Miss. 

Copyright 2014, Bremmer & Goris Communications, Inc.

Thinking Inside the Box is Harder

"We think outside the box" has become so cliche, that anyone who says it, doesn't. Imagine for a minute about what it means to think inside the box. 

If "the box" means constraints and business considerations like budgets, deadlines and brand identity, isn't it actually more of a challenge to be effective while thinking inside the box?

Copyright 2013, Bremmer & Goris Communications, Inc.

A Five-Step Brand Assessment You Can Do Right Now

For any organization, it's easy to to miss the forest for the trees in the day-to-day execution of messages. Here's one way to start putting your own brand into focus.

1. Take stock: Lay everything on the table -- from your website and social media presence to press releases, print collateral, mail and anything else you publish.

2. Make two lists: In list "A" include everything that looks and sounds like you, and that you think resonates with those you serve. Put everything else in list "B".

3. Discard list B.

4. Write a description of the message that list A sends. Describe the tone, voice, color, appropriateness and any other attributes you feel are important. Be honest.

5. Have someone else read it. If the description is generic, inconsistent, or not where you think it should be, then it's time for a closer look and a brand overhaul.

Copyright 2013, Bremmer & Goris Communications, Inc.

Take the Creep Out of Your Brand

It all started well when you bought new dishes and silverware that reflect your taste and who you are today. But then, over time, things started happening. You found couple random coffee mugs in the dishwasher. And Some glasses imprinted with a conference theme appeared along with some soup spoons from who-knows-where. 

Brand creep is a lot like the mismatched dishes that creep into your cupboards. Sometimes you have to purge them. And polish up what you started with.

Copyright 2013, Bremmer & Goris Communications, Inc.

It's Commodity Right? 
Except When It's Not.

A few years ago while signing vendor checks, an invoice from a new supplier stood out. It listed "paperclips." I hate to be the "bean counter" but this seemed irresponsible to me and I shot off an email to my team: "who ordered 400 paperclips for $45?"

One of my long-time employees (whom won't name but will just refer to as "Nicole") said: "Oh DG, those are for proposals." "You can buy 1,000 at Staples for $5" I replied. She showed me one of the tins of Italian paperclips. They were nice -- elegant. Almost like art objects of flat hammered brass wire shaped in a spiral. Nicole showed me a cover letter clipped to a proposal. "See now much better that looks DG?" She was right. Admittedly, up to that point I'd given little thought to paperclips, as the only differentiator was size. I'd seen them as a commodity until someone pointed to one that was different, nicer, and in this case, better.

When I shifted my focus from the cost to to the value these objects added, $45 seemed like a bargain. It's now five years later and we still have some. The cost that works out to $9 a year. Which is am amazing deal.

If you don't believe me, I'll send you one. 

Copyright 2013, Bremmer & Goris Communications, Inc.

Does Your Organization Have 
10k T-shirt Syndrome?

Ever notice how race T-shirts are always covered on the back with sponsor logos?  And how none stand out? This is what happens with a lot of organizations including associations and nonprofits struggling with multiple programs and initiatives, all in competition for eyeballs.  

The solution is often a "carousel" of rotating messages on the homepage, a collage of images on the report cover, or advertisements with multiple logos branding the organization as, a lot of things. And in the end, nothing.

For many reasons -- largely political, this situation is almost impossible to avoid, especially for large organizations. But it can be minimized through planning that includes hierarchy of messages and good design.

Branding isn't a 10k race. It's a race for message clarity. The only organization sponsoring your organization should be... your organization. 

Copyright 2013, Bremmer & Goris Communications, Inc.