A blog about branding, marketing, and the virtues of power doodling. By Gary Kopervas: creative instigator
Ironic you should mention this. Was thinking the same thing last night ... stopped at a Wawa in NJ for a diet coke to keep me company on my commute home. Sanitizer on a pedestal just inside the entrance. And, at Disney World last week, sanitizer on a pedestal at every character meet-and-greet. I had heard that Buzz Lightyear had H1N1, but assumed that was some kind of new laser blaster. Guess not. Our grandparents had gumball machines, we have sanitizer on a pedestal. Progress.Aren't basic hygiene and common sense normally a prescription for good health? Kind of reminds me of brand building, brand marketing in a rough economy. A lot of people, panicked, doing stuff just for the sake of doing it. No strategy, no rational basis, no measurability. Social media comes to mind. Don't get me wrong, I'm a proponent. But I see many companies - particularly in the B2B realm - flailing away, no apparent objectives, and no apparent focus on or substantive linkage to customers and targets. What value are they creating for customers? How are they measuring the value? How are they empowering their customers and prospects to decide to work with them? Really, how relevant are they? I suspect many of them are beginning even to believe their own Tweets."Empowered consumers power brands." I like that one, GK. I like it a lot.Seems to me that even a basic strategy - centered in the customer, and calculated to create relevance and conviction through empowerment - is the prescription for better brand health.Hand sanitizer, anyone?