The Yin & Yang of Brand Strategy

 In a world filled with effusive adjectives; here's a sobering thought - the perfect brand strategy does not exist.

During my years in advertising, as a CMO and more recently as a marketing consultant; I have created, presented and commented on countless brand strategies.

One thing I have learned is that its impossible to find a strategy you completely agree with. 

This is especially true when the decision makers are diverse groups with different levels of understanding and objectives or where the environment has a level of ambiguity/subjectivity; as often happens in branding decisions among groups.

Infact I used to comment that show me any strategy (however good it is); there is always some fault one can find in it. 

As a matter of fact; a bit of discomfort may sometimes be a sign that the strategy is not cookie cutter/familiar and is differentiated!

Hence to make decision making practical; I would typically  use my own interpretation of the 'Yin & Yang' symbol in philosophy ( with due apologies to the followers of chinese philosophy)

While the actual interpretation of 'Yin & Yang' maybe different ; my interpretation in the context of decision making  is that in every strategy even if you agree with it ; there would always be something that you (or the group) does not agree with (Yang). And conversely there can always be a strategy that you/your group wholeheartedly disagrees with that may have something you like/agree with ( Yin)

So before evaluating any strategy ; it maybe a good idea to be philosophical of how to arrive at a decision and look for a strategy that may not necessarily be perfect; but what you mostly agree with (Yang)

I have found this helps condition the mind to be more open to ideas and practical when deciding on them.

Try it and let me know if it works for you.

What's your Brands Sound Signature?

Here's another insight from my audiophile journey that can be applied to Brand Marketing.

Its not a musical logo ( MOGO); but something that defines how we look at overall Marketing efforts - the Brand Sound Signature.

In music ; every set up has a 'sound signature'. In simplified terms ; this signature is a combination of three frequencies ranging between 20 Hz and 20 KHz (that human hearing can perceive)

1. High Notes ( approx 2KHz to 20 KHz) - sometimes known as treble ; these are notes are those which are most perceptible and direct. Too little treble in this region can lead to a muffled and veiled sound, while too much can produce a harsh or grating/fatiguing  tone
2. Mids ( approx 250Kz to 2 KHz) - sometimes known as center  frequencies- where maximum warmth and dialogue of the sound appears. This frequency range is often the busiest part of the mix, with many of the most important components competing for space - we can generalize and think of it as the “core" of a sound. Too little midrange can lead to an empty-sounding signature. Too much midrange emphasis can lead to a cluttered and "boxy" signature. Cup your hand and speak into it - the change you hear in your voice is the result of midrange resonance, an effect that is commonly referred to as a boxy sound.
3. Bass ( approx 250Hz and below) - these are the low notes add 'body' to the sound. Recall the 'thump' of bass? These frequencies ( especially at the lower end) are so low that their qualities are frequently felt by our ears more than they're really heard. Too much bass can make sound fat and undefined, while too little bass can lead to a weak sound that lacks proverbial oomph.

Sound signatures are a combination of these three notes. 

For example sound with too much treble is 'bright' while that with too much bass is 'dark' .

Based on the combination, the brand signature can be W shaped( all high), V shaped ( high bass , high treble, low mids etc), balanced etc etc. Here are some examples. There are many more

But how does sound signature connect to marketing? 

Just like your music set-up has a sound signature; your brand can also have a sound signature. Applying the sound signature metaphor to marketing 

• Highs/Treble  is like performance marketing. Most perceptible and direct with immediate results. However if you only do too much of this; it may lead to customers being fatigued with your brand
• Bass is like brand marketing. More 'felt' then heard. But an integral part of adding body to your marketing efforts. Building emotional connect and hence awareness and consideration.
• Mids are like product marketing - the bridge between purely functional sales generation/treble and the emotional connect of brand marketing/bass. Helping move the brand from consideration to action

You may decide to have a combination of two or three of the above. In different weightages. You may even decide to have only one ( at your own peril ; ofcourse) . That's what defines your brands signature.

So the next time you plan your brands marketing campaigns; do spend some time on evaluating what kind of Brand Sound Signature you are generating.

It's what the your consumer will hear.

Disclaimer : For sake of simplicity have reduced frequency types to 3. There are many more nuances that you can read about here