Like a lot of creatives, my best ideas have come somewhere other than my office: the shower, the car, the driving range, or like last week, riding my bike.
I was handwriting business letters, thank-you notes, correspondence with friends—you know, the everyday stuff of email, texts, posts and chats. That’s when I noticed a funny thing happening.
When you have a consistent voice, your audience knows it’s you long before your logo appears. Conversely, if you could tag your messaging with a competitor’s logo and no one notices, well, you have a problem.
When the late, great Bill Bernbach spoke on change, he had no way of knowing how the Internet would change advertising.
Your battlecry is your stake in the ground: a simple, essential phrase only you can say that at once inspires your people and invariably separates you from competitors.
“It’s all ‘we this’ and ‘we that,’” he added. “It’s chest-pounding—it’s propaganda. Try less we and more you.”
As advertisers and marketers, we make that mistake every day. We tell customers who we are rather than aspire to be those things.
“Word of mouth,” he said, “has always been the best advertising.” He added that new media and social media simply accommodate Word of Mouth quickly and efficiently. He closed on what I consider an optimistic note. “As long as people need to figure out ways to sell,” he said, “they’re gonna need ideas.”