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Monthly Muse: April 2023
Back once again with April’s edition of Monthly Muse.
A book I’m currently reading
“Better Brand Health: Measures and Metrics for a How Brands Grow World” by Jenni Romaniuk
Description: The book is about brand health tracking, one of the biggest (and most costly) sources of insights about brand performance and inputs into brand strategy that marketers engage in. But yet most trackers were designed pre-How Brands Grow, and so suffer from being not fit for purpose to provide insights to managers looking to grow their brands.
A brand/marketing lesson I’ve learned
A brand marketer’s natural instinct is to ensure every marketing material that goes out into the world is wonderfully well produced.
However, at the very top of the funnel — particularly in social media — production quality can reasonably be traded off in favour of production quantity which provides greater opportunities for brand reach.
Content with a slightly lower production quality also has the added edge of appearing more authentic and less like an advertising ploy, making people more receptive to it.
High production content is best reserved for the point of sale when it’s imperative that a brand signals its professional competence to potentially undecided consumers.
A campaign that’s inspired me
“Electric Boogie” —Jeep
- Great creative idea, rhythm and tempo
- Excellent choice of setting/context for the brand
- Exceedingly high level of production
