Category Archives: Positioning

The Playboy Club Bunny Manual

Most companies with staff have some form of an employee handbook.  It’s usually buried deep up there on the dustiest shelf or at the bottom of the never-opened drawer.

It might’ve been section 27 in the big binder you were handed when you started at your job.  It included things like start time, finish time, lunchtime, holidays, how you can be fired (if it comes to it).  Stuff like that.

Not many even talk about (let alone enforce) your expected behaviour as part of a world famous brand experience and that’s a big problem.

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Rejected? Try Hippo Skin!

A hippopotamus has skin that’s an inch and a half thick and is 25% of its total body weight.  For an animal that weighs 1,800 kilos, that’s a lot of skin.

It’s almost impenetrable (some say bullet proof) and yet a hippo’s very survival out of water depends on a coating of oil it secretes that acts as a moisturiser and sun-screen.  So even though a hippo sports some of the best body armour in the animal kingdom, it still needs to adapt when called for.

It occurs to me that when it comes to dealing with rejection, sometimes hippo skin would come in very handy.
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Creativity is a virtue of the stupid

Think about that for a second.

The process of logic can (and does) deliver great outcomes that make significant economic and social impacts.  People who just get things done through running the logical process to its end are more often than not thought of as being smart.  So by definition, someone not following logic is stupid (the opposite of smart), right?

However it’s from illogic that most real creativity flourishes, so isn’t creativity then, a virtue of the stupid?
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A marketing tip from Agent J

There’s a scene in the movie MIB that offers a valuable piece of insight.

When Officer Edwards (Will Smith’s character) of the NYPD turns up for his MIB recruitment interview, the competition is hot. The best of the best (Army, Navy, Air Force, Marines) are all in the room vying for a single position in the MIB.

The recruits face a series of tests (or two, so a short series).

Edwards gets the job.

Why not one of the highly-educated, combat-experienced and government-trained members of the military elite?
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All of something or a little bit of everything?

So, you’re cracking along with 2010 and a new decade, sitting down to plan the marketing & promotional assault that’ll see your brand, business or franchise climb higher.

Money’s a bit tight, confidence is still a little weak and so you need to stretch your marketing budget (because you have one, right?) as far as possible and invite consumer engagement with your thing.

In the past you run some ads, maybe some PR, product sampling (giving stuff away for free), maybe a sponsorship and tried out two-for-one or % discount offers but now you can’t really afford to do everything you did in the past (while you can’t really afford not to; the great business balancing act).

There are plenty of creative, production and media agencies who’ll willingly take your money, but who should get it?  Does what you’re doing still invite and entertain your market?  Are your customers still engaged and motivated?  What strategy and tactics will attract the most attention in the future?  What stories should I tell?

You’re faced with a dilemma; do I cut down a little on everything or stop doing something altogether?

I’d always suggest thinking twice about killing something altogether.  It might be like unhooking the link of a chain; you’ll find the machine doesn’t work at all and a good marketing strategy should make use of several channels.

Before making any decisions, look at your market and how it’s changing, what’s changing and where you can have a louder, clearer voice that matches your brand position.  Talk to your agencies and service providers about your ideas on what to do and where.  Make sure they (and you) understand what you want to achieve.  Above all, know your edge because that’s the one thing nobody else can own.  It’s hard to go wrong marketing your edge.

Do that and the decision on where and how to spend your marketing budget will start to become a whole lot clearer.