No I’m not talking about my wonderful wife Rebecca. I’m talking about my second love: brands. So often as brand managers we are looking for the big idea and sometimes the silver bullet. The one that will catapult us into the hearts and minds of our customers, leaving competing brand managers wishing they were you.
And often the answer lies in all the little things we do. Like the bakery that gives samples. Or the fast food restaurant that helps you take your meal to the car so you can manage the “energiser” toddler. Years ago we took on the might of Carib with a tiny dying brand called Stag with 6% market share by playing All Fours and Windball Cricket with beer drinkers across T&T. Carib met beer drinkers through TV spots. We went and sat with them and had a beer.
Keep looking for the big idea. But don’t do it at the expense of a whole lot of little things that make people love you. (your brand) Like responding to their comments on Facebook. Why have a conversation, if responses come 2 weeks after the question? Or 2 days?
At pepper we send my Mom’s fabulous pepper sauce to our clients all year round. What does that have to do with marketing and communications? Everything.
