1st Question of Branding - a Beg to DIFFER Boot Camp preview

The 1st big question of branding Where your customers begin – and why it matters. ? A preview from the Beg to DIFFER Brand Strategy Boot Camp. Brought to you by Brandvelope Consulting – names; taglines; brand strategy.

Imagine you are a marketing agency…
A client offers you a million dollar contract to launch a new product to the public.
Without telling you anything else about the product, the client shows you this picture and says:
“ Okay, here it is. Any questions?”

What’s your first question?
If you’re like 98% of people on earth who have never encountered one of these (that is, your customers), take a moment to think about what your brain is doing right now.
Your mind is struggling to answer the same first question your customers ask about anything new:
“ What is it?” The 1st big question of branding:

The “What” imperative
Ivan Pavlov called it the “orienting response” to a new stimulus. Until people can answer basic “What” questions, their brains are essentially frozen.
What type of thing is it? What does it do ? What is it called ? “ What is it?”

Why it matters to marketers
Until your customer can answer the basic “What”:
they can’t start building a brand in their minds, while
you can’t even begin to have a marketing conversation.

Even Coca-Cola had to spell it out once…

If you don’t answer the “What”…
They will start to fill in the blanks for themselves:
A pillow? A chair? A glove? A chamois? A race car? Here’s where you step in to help.

So what is that thing?
To find out, visit www.begtodiffer.com/mysterybrand

1st Question of Branding - a Beg to DIFFER Boot Camp preview

by Dennis Van Staalduinen on Aug 18, 2009

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