Because creativity can be found anywhere:
Want to learn more about the Vitamin String Quartet? Check their website here.
Tidbit Sunday
Want to learn more about the Vitamin String Quartet? Check their website here.
The Art of Strategy
Thumbing through the pages of The Art of War by Sun Tzu, I came to realise that the military tactics can be applied on pretty much any aspect that requires strategy. Of course, communication and marketing are included. While a war does not take place literally, brands certainly combat in the market to reach positioning and mark differences to stand out.
Here are some points I found essential to keep in mind when designing strategies for branding. Quotes taken from classics.mit.edu
Chapter V – Energy
10 - “In battle, there are not more than two methods of attack--the direct and the indirect; yet these two in combination give rise to an endless series of maneuvers.”
Within the market, the ‘attack’ goes to the target, not to the rivals (other brands). The number one priority is the people who trust the quality and the experience that the product is offering. ‘Direct’ and ‘indirect’ may be translated into direct and indirect marketing. Creativity is what will make the combination possible in order to catch attention. And through it, it will be feasible to generate powerful maneuvers.
Chapter VI – Weak Points and Strong
1 – “Sun Tzu said: Whoever is first in the field and awaits the coming of the enemy, will be fresh for the fight; whoever is second in the field and has to hasten to battle will arrive exhausted.”
Unlike the previous statement, the “enemy” in this case is the rest of competitors. Whoever becomes a pioneer when using new technologies or innovative forms of communication will be the one in leading new tendencies. The second or third to repeat that technique will only be a follower.
28 – “Do not repeat the tactics which have gained you one victory, but let your methods be regulated by the infinite variety of circumstances.”
On the other hand, holding onto the tactic that made the brand a success can be dangerous. The main risk is lacking freshness and creativity; hence, it is very important to constantly analyze the target market in order to not miss a thing. Circumstances affect habits so better stay focused on any kind of transformations. The only constant is change.
No rival is really small or invincible. There is no point in trying to ‘attack’ them in the aspects where they are already dominant. It is a question of observing and tracking their errors in order to take advantage.
So know your brand through your target’s perception. Ask them what they think so that you will know exactly where you stand. Also, know your competitors to find out about their strengths and weaknesses. Planning the right strategies require observation, exhaustive research, and creativity. That explains why it is an art.
Tidbit Friday
Happy Friday, everyone!
I'll share this joke I found here a couple of days back. Enjoy!
A producer died and went to heaven. At the pearly gates, God welcomed the producer and offered to show her around Heaven. She saw that life above was serene and tranquil with omnipresent lutes and choral singing. But none of her friends were there. Remarking to the Almighty that she was expecting a more lively scene in the afterlife, God offered to let her take a look at afterlife in Hell.
Hell was a complete surprise -- all her friends were there whooping it up, partying, drinking beer and rocking out. She returned to Heaven and asked God if she could spend her eternity in Hell. He responded in the affirmative. Upon her return to Hell, she found just what she had always conditioned to expect. A fiery inferno, backbreaking labor, no coffee breaks. As the devil approached her with a menacing smile, the producer pleaded with him to explain the discrepancy between this version of Hell and the one she'd seen on her first visit. The devil replied, "Oh, did you like my demo reel?".
Of Branding and Sport
Any team from any sport is a brand. As such, a personality is created around its game and players so that the fans can relate and decide to support it. Once popularity has increased, the team is building its own reputation and therefore positioning itself. When it already has generated a great impact among supporters, image is significant in and out of the pitch since it is reflecting the values and spirits of the group.
So when I read on the newspaper about the nasty comments from New York Jets on New England Patriots, I immediately thought that it was a question of image. On the one hand, the former tried to provoke their rivals by using obscene language and taking advantage of any question made to keep on insulting.
On the other hand, the latter proved to be more intelligent by ignoring those comments and staying focused on the game that took place on Sunday 16th. Tom Brady, as the leader of the Pats, did not even show any sign of fury when finding out that he actually was the target of all of the criticism.
His reaction was simple and effective: a smile while hinting that he did not have any idea of the opponents’ statements. That is awareness of the name of the team and what it represents worldwide. Let us recall that football is not a local sports in the United States, it has presence out of the country. If there is any rumor that the Pats are arrogant, Brady’s attitude proves that wrong.
On the day of the game, Wes Welker from New England did not play in the first quarter. He got involved into the quarrel when he was not supposed to be part of it. The punishment he received revealed that there is discipline within the team in all aspects. And what did the Jets coach do about his players’ attitude? Only pointed that the language they used were severe and that it was just their opinion. Is that it? Not a smart move after having issues with their behavior throughout the season.
A day after the Pats’ elimination, Tom Brady declared that he and his mates did not play at their best. He also pointed that New York Jets were superior and got to establish a better rhythm on the game. Once again, these words reflect that the team recognizes its mistakes and praises the rival’s performance. It is a positive point for the New England Patriots brand image. Humility is a remarkable value, especially coming from this dynasty in the football league.
In the meantime, Jets still have to work a lot on their projection in public. Discipline and order can be questionable because of all the ‘incidents’ that have taken place. Issues coming from the inside can highly affect the outside, and they know it.
Beware. Every single action is one step in revealing your true self.
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