For as long as I remember, the world of marketing communications has always lacked one thing: a definitive set of rules that would insure success.
Why not? Other industries have them.
For Architects, the Architectural Graphic Standards (AGS) has been around since 1932 and is in its 11th printing. So where’s the “American Marketing Standards” for branders? Digital, mobile or otherwise?
It would seem simple enough. A set of logical guidelines for great work, practiced by the best in the business.
No doubt, some have explored the notion. David Ogilvy took on the Ad industry with his rules in “Ogilvy on Advertising.” On the dusty shelves of your book store (remember those?) you might be lucky to find a copy of Designer Bob Gill’s “Forget everything you know about graphic design, including the ones in this book.” Bob was another great book and and a great marketer in his day. But sometimes, as with AGS, you just want the rules.
I know, I did.
So, over the years I began collecting the truisms that would pop up during creative discussions with some of the world-class marketing talent I had the privilege of working alongside. The people who built BMW, Volvo, Burger King and many more. These are timeless, rifle-shot facts that have proven accurate in almost any creative or marketing situation.
Take rule number one, for example: Be something. Stand for a value.
Obvious? Clique? Maybe to the novice. But to a pro, it is the essence of what makes a brand. Be something: Be innovative. Be safe. Or, be affordable. Most importantly, pick your something, and be it. Make sure every time you message, it is your message.
In a cluttered marketplace grabbing your share of voice is a struggle for any brand. Carving out your niche both defines you and differentiates you from the pack. Trying to “be something” remains one of the most difficult tasks in our business.
For example. No one understood the need to be something better than a former business associate of mine who was one of the most difficult and intractable account directors I ever worked with. As a creative team on American Airlines, we would constantly battle to sell creative new headlines, and yet this gentleman thwarted 98% of our attempts. 98 being the operative number. “Too clever.” “Off strategy.”
On, and on it went until we hit a dead-on perfectly strategic line. Frustrating, yes. But, when I started my own agency and had 100% of the responsibility for managing my clients brand, I grew to appreciate what a great brand steward that Account Director had been. Brands can easily sway with the trend or mood of the moment. That account director understood that. He also knew American was something: no nonsense.
Lesson learned.
When you take on the task to be something, everything matters. The typeface. The leading. The white space. The copy tone. It is what creatives sweat out late into the night and what agencies passionately argue for every day. It is the brand. It is the holy grail. It is … the rule.
Be something. Stand for a value. What more needs to be said?
So, when I set out to collect the rules of communication that matter, I made the conscience decision to do just that: keep it simple. Just the rules. No distractions. The result is a book: 50 Essential Rules Of Great Branding (affiliate link). In it, you’ll find the 50 simple truths collected from 30 years of advertising and marketing to some of the world’s best known brands.
I’ve included information like the best domain name strategy; why trendy ads are a mistake; why customers should be treated like Martians and others.
As I’ve said, you won’t find long drawn-out diatribes or bloated essays. These are short. Super short. Twitter less than 140 characters short. Perfect for all of us that know our stuff, but can always use a quick refresher. This was never intended to be the great American novel. Instead, it is meant to be one of those books you keep close by when you want a little inspiration.
Download the book and let me know what you think. Thanks, and always remember rule number 60: Art is knowing when to stop.
About the Author: Tad DeWree is an author, and owner of Mind 4 Marketing, a digital branding consultancy in Dallas, Texas. He is a veteran of top agencies including JWT NY and Dentsu, and has advised over a hundred Fortune 500 and independent clients.