Author, Agathe Guerrier, Head of Strategy, BBH Labs and BBH London
What happens when you cram the Crème de la Crème of contemporary marketing thinking into the RSA, in front of an audience of senior agency planners (and a few clients)?
Heated intellectual debate and a widespread sense of existential industry angst, that’s what.
On the 2nd September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing “Unlearning”. It was like condensing the half dozen most influential books recently published on the subject of brand strategy, into a single day. And then I’ve just condensed that day into a succession of little one-sliders, one for each speaker (see slides 4 to 33). You’re welcome.
It was a really fun, inspiring and brilliant day – but I couldn’t help thinking that we (= the planning community) were making it all sound more complicated and dramatic than it needs to be.
Here’s what I took out of the event:
- There isn’t a “silver bullet strategy” – a single solution that works every time. The best strategists are those who are fluent in all the various theories and approaches, and based on whatever problem they’re faced with, use a mix of logic and imagination to pick one, combine a few, or even make up their own.
- Each of the “theories” that were presented and debated on the day, tends to lend itself particularly well to a specific type of brand or issue (again see slides 4 to 33, and thanks to Dare’s Toby Horry who suggested this simple trick on the day).
- The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Data + Behavioural Economics + Digital transformation – but it’s not new.
- All the evidence points to the fact that it’s actually a mix of both emotional/ long-term/ brand building and rational/ short-term/ sales driving strategies that drives the best results.
So, how do we help brands grow?
By doing two things in combination:
- Remove barriers to usage or purchase by ensuring the product/ service works very well and is widely available. Think hard about whether new entrants could seriously disrupt the brand’s route to consumers by removing barriers that were thought of as immovable.
- Make the product or service really sticky mentally, emotionally and functionally by creating memorable assets/ features that are distinctive and salient.
So… There you go. Having basically cracked “strategy” (with a little help from my friends), now feels like a good moment to bow out. I’m leaving BBH and BBH Labs this week. I’m off to do new and different things that will still probably remain connected to brands, people, and technology’s ability to impact our lives.