Know Thy-Brand

 - by JK

Isn’t it a no-brainer to know thyself before your tell others about yourself? In the context of a product, service or brand, it’s about learning everything you need to know – from attributes to USPs and strengths to weaknesses – before even considering a marketing effort.

It really pains me to see the lack of knowledge and understanding that permeates the corridors of marketing departments. It is disheartening to come to terms knowing that marketing or brand executives do not take the effort to live and breathe their assigned portfolios. It has become so rotten, that almost everything is done to please the bosses instead of pleasing the targeted consumers.

Are SWOT analysis’ even conducted by companies these days? Maybe the fears of discovering the threats and weaknesses mix trigger a phobic reaction. There’s a serious lack of responsibility and a high tendency to make assumptions. Briefs these days do not even come with requisite information. Wait a minute… hell, there are sometimes no briefs at all.

At the very least, the absolute bare minimum, a job order (instead of a ‘brief’ since they are pretty much non-existent) must outline these points:

–      Who are we talking to? (psycho & demo)

–      What is the objective? (what’s the purpose of this communication)

–      What is so interesting about what we have to say/sell/give? (USPs)

I bet many marketing “professionals”, handling key accounts, would not be able to furnish the above without referring to their superior or Google. No doubt, there are many talented marketing and brand people out there whom I’ve had the pleasure of working with. And I must say I’ve learned tons from them.

But there are this I-Know-It-All, I’m-Better-Than-You and Do-As-I-Say bottom dwelling creatures that make me want to puke. But then again, I would not even waste my energy on throwing up for them.

Please, take the effort. Learn, ask questions and take the initiative. And don’t act smart if you don’t know what you’re doing, we notice you know?


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