Have reality kick in
Let’s pretend for a moment, the digital revolution has never occurred, which may well be the case after all. How have we progressed since the desktop revolution? What are learnings we can rely on?
There seems to be an infinite number of combinations of syntheses that will have everything happen to most everyones fullest satisfaction.
In marketing it is equally important what your brand experience entails as are the things your brand does not stand for.
Take a key visual for your campaign, for most its but a picture for others it reveals your brand’s DNA including relevant codes that are embedded.
With infinite opportunities and possibilities, here are three things to avoid.
Remember the first time you were confronted with the Google search screen or when you first signed up with Facebook?
Not a word of explanation, right?
Neither company wished to distract you from your task.
Neither company wanted to invoke doubt in the task the user had chosen on her own behalf and came to this screen for.
Was it Derek Sivers who made us aware, that talking about your intended project, makes you more likely fail at executing what you had in mind? It is unnecessary, albeit counterproductive and dumb to announce your plans before their completion has become effective in public.
Advertising is a big promise with a big difference, the promise better be immediately fulfilled, easy accessible and within reach at the time the promise is made.
Being clear about what you want from your customers, how customers benefit from your brand and what the source of your income is, may have parts in common with transparency. A more beneficial rule of thumb is not to let the truth get in the way of success.
With truth well told, McCann Erickson claims a more tangible brand option. (Alas, they stopped working with their claim now that it is approaching universal relevance)
I see that transparency has become an important factor for maintaining democracy, I doubt however that anything like 100% transparency exist. There are very successful company’s out there that make for an impression of conducting transparency. At most they are 70% transparent, hence transparency does not exists.
If we had transparency we wouldn’t need handguns to defend our freedom against the government, now would we?