The Communiqué
Critical updates on branding, video, and how to combine them to drive brand value.
The Color of Money 💵
Critical updates on branding, video, and how to combine them to drive brand value. The 22 Immutable Laws of Branding 17 / The Law of Color Ever notice how most "safe" corporate brands look like they all shopped at the same "Industrial Blue" outlet? Well, that's an extreme example of what we meant. Working in marketing, it’s tempting to pick a color because it feels "professional" or "trustworthy." But if your biggest competitor already owns that shade of blue, your "safe" choice is actually a...
Stop reading your slides. 💻
Critical updates on branding, video, and how to combine them to drive brand value. Stop Reading Your Slides How Video Turns Boring Decks into Closing Machines If you’ve ever sat through a sales presentation and felt your soul slowly leaving your body, you’re not alone. Dramatic Reenactment We’ve all seen it—a sales deck that looks like a copy-and-paste crime scene. Too much text, zero emotion, and a presenter who's basically just a human audiobook reading bullet points aloud.That sounds like...
Brand value is in the eye(s) of the beholder. 👀
Critical updates on branding, video, and how to combine them to drive brand value. The 22 Immutable Laws of Branding 16 / The Law of Shape Let's take a minute to talk about commercial art. It's still art, of course, with similar aims but very different priorities. With commercial art, you're definitely aiming for less "interpretation." The messages need to be clearer—more obvious. Because, well, people are driving by it at seventy miles per hour, for example. Not staring at it for several...
Stop buying leads. 💵
Critical updates on branding, video, and how to combine them to drive brand value. The Trust Equation How Serialized Video Breaks the Commoditization Trap Let’s be blunt. If your sales cycle feels like it’s running on geologic time, it’s probably not because your product is confusing. It’s because your market is commoditized, and your prospects lack the trust needed to sign on the dotted line. Your competitors are saying the same things, selling at similar prices, and, frankly, boring your...
It's a family affair. 🏡
Critical updates on branding, video, and how to combine them to drive brand value. The 22 Immutable Laws of Branding 15 / The Law of Siblings In Issue 28, we dug into Law 14, The Law of Subbrands, which sternly warned against diluting your core brand's power by tacking a modifier onto it, like Holiday Inn Crowne Plaza. That's right, sternly warned.If subbranding is the wrong way to expand, then what's the right way? Well, lucky for you, the very next law answers that question. The Law of...
Why your nurture emails are stalling. ✉️
Critical updates on branding, video, and how to combine them to drive brand value. Why Your Nurture Emails Are Stalling The 30-Second Video That Rehumanizes Your Mid-Funnel If your nurture campaigns are starting to feel less effective, you’re not alone. Your leads stalling in the consideration stage are tired of generic, text-only outreach. They're looking for one thing - a reason to trust you. That's not gonna be enough. Sorry, Bill. The Problem: Your Brand Equity and the Dreaded Stall are...
Relationship Status: It's Complicated ❤️🩹
Critical updates on branding, video, and how to combine them to drive brand value. The 22 Immutable Laws of Branding 14 / The Law of Subbrands If we're being honest, when your core brand is successful, the temptation to use that name to launch a new product, a new service, or an entirely new line is enormous. After all, you've already spent the time, money, and energy to establish trust and awareness. Why start from scratch? Hold on, keep reading. That's the logic that leads to subbranding....
The writing's on the wall. ✍🏻
Critical updates on branding, video, and how to combine them to drive brand value. The Cost of Unrealized Potential Stop burning video budget on short-term noise and start building your category. Ever feel like you’re dropping serious coin on videos that get a flurry of likes, a decent view count on social, and then...they just vanish? And poof, your value's gone. It’s a classic, painful scenario. You create a beautiful, authentic video that perfectly articulates your brand’s unique value,...
One of these things is not like the others. 🙂↔️
Critical updates on branding, video, and how to combine them to drive brand value. The 22 Immutable Laws of Branding 13 / The Law of the Company When you're building a brand, you want to put your company name front and center. After all, your company is the source of the product, the organization behind the quality, and the name on the paycheck. It's the foundation of everything, so it should be the most important thing to promote, shouldn't it? It seems pretty logical, right? Not so fast,...
Sometimes, a jacket is more than a jacket. 🧥
Critical updates on branding, video, and how to combine them to drive brand value. Beyond Features & Benefits Architecting Brand Affinity Through Shared Values Remember the classic marketing approach - it's all about features and benefits? You have a great product, so you highlight its top-of-the-line features and then explain what those features do for your customer. Easy, right? It's a logical, straightforward pitch. And it works - to a point. But what happens when a competitor releases a...
Critical updates on branding, video, and how to combine them to drive brand value.