Welcome back
What’s the year got in store for you? It’s hard to escape imbuing value into the changing of a calendar – and that’s because it’s all mental. It feels like you have more reserves, more opportunities, more confidence to do something new, different or just more.
Replicate this feeling every quarter – it really sets you up for long term resilience, capacity, and ability to deal with change. My advice? Set-up a quarterly meeting with your team, boss and stakeholders and do a quarterly plan. Keep it simple, achievable.
WHAT TO LEARN: Don’t underestimate simple.
Brand strategy takes practice; it requires an understanding of market, consumer and competitor forces, but the bets can be bigger than campaign work. It’s so much more than logo and tone of voice. I’ve been lucky enough to create and re-create brands for international and local markets.
So where to start? Here is a very simple way to start – a value proposition canvas. I - and a lot of folks I work with - live and die by these as a starting point for blue chips brands, like Macy’s, to a new start-up I’m launching end of February. Don’t underestimate simple. To use it: print it out on A3 and do it by hand. It forces you - or your client or your boss - to be concise.
There are 3 more charts after this point which I'll be sharing.
WHAT TO READ: Planet Funny
Have you ever noticed that most things in our culture revolves around humour? Ken Jennings has written a thoughtful and in-depth book on how comedy is the cultural force. As strategists, we’re often caught up being serious – stop it. Your insights should sound like ideas. The best ideas today are fun, or funny.
There’s a whole chapter on how this force has impacted advertising, podcasting and Twitter. And it makes a fantastic argument that today we can never return to sincerity. It’s a history slash essay slash philosophical look at our culture.
P.S. I prefer the Audible version which Ken narrates. Not a sponsor.
WHAT TO LISTEN TO: Omnibus! Project
Ken Jennings (author of the above) and John Roderick are enormous trivia and history nerds- not to mention have both lived exceptional lives. Twice a week they unpack an event that shaped 21st century culture (everything from The Toyota Hilux to The Rachel Haircut) and is exceptionally funny.
WHAT TO DO: Strategists Anonymous / The Royal Albert Hotel
I’d love you guys to consider coming along to Strategists Anonymous – which will look at the fundamentals of strategy and strategists in an organisation. Suitable for all levels – use the discount code FAM for $20 off.
Much more importantly, bar (well pub, in this case) recommendation is The Royal Albert Hotel in Surry Hills here in Australia. True craft beer hang out with an amazing dumpling bar out back.
LINKS I LOVE
Interbrand: Best Global Brands 2019
Google: Year in Search 2019
Pinterest: Pinterest 100
Jye
P.S.
IFTTT: How to Tweet your Instagram as native photos on Twitter