Although the brand is the driver of any corporation, it's the marketing machine that puts the wheels in motion, provides the mechanics, makes the toolboxes and chooses the channels to cruise successfully along in.
When working on brand strategy for the DMA (Direct Marketing Association), one of the board members who was also CEO of an ad agency kindly shared a life-learnt wisdom with me. It was the word CAR which he said meant ‘Campaign - Action – Result’ that can perfectly be used as the core of any communication.
The Campaign element being the brief, the concept and the creative direction. Then the Actionbeing the plan and all tactical elements. And the Results, well they should always be part of any activity proving that the spend and actions were justified.
This marketing musing was memorable and like any good marketing mantra should, stuck with me. However, after 20 years of driving global brands including BMW, Chelsea FC and YO! Sushi I learnt that the CAR strategy needed to have another dimension.
Introducing the letter “E”, I ensure all campaigns run via a CARE discipline, allowing for an Emotional connection with a brand.
When I create a brand campaign, be it an engaging email with a commercial call to action or a three year global business adventure with an ad agency, I always ask myself and others – exactly how does it make you feel? What is the actual emotion evoked by this? Does it make you want to smile and buy? Explore further? Read on …or not.
The Essence, Empathy, Energy and Essential Extras felt by the End user should Ensure an Experience which Elevates, Excites and creates Excellence in an Extremely crowded marketplace. It should also be written in Exceedingly good English!