Are you thinking hard enough about what you really provide to them – rationally and emotionally?
Is it really only news you sell, or is it reassurance? Or a signal for other people of your status? Is your magazine selling entertainment – or is it a way to pass the time? Or feel connected? Or feel good about yourself?
How can you take these underlying values and translate them into other product forms (guide books, insurance services etc)
I’ve previously written about my view that people will pay for content if you make it easy. But if they won’t pay for your brand, you really are in trouble
The task when launching media products is clear: get noticed, generate trial.
In True Blood, the FX channel have got an awesome property. Now in its second season on HBO, the vampire series is dark, sexy, supernatural and sophisticated.
Sadly, I fear this poster does not convey any of that; it’s aiming too low and simply lacks, umm, bite.
Too often mission statements are glib, interchangeable and soaked with avarice. Businesses might as well use a website to generate one.
Great ones are simple, positive and rally everyone behind an idea. Twitter appears to have one of those. Techcrunch reports, as part of the controversial leaked documents haul, that internally they are shooting:
to be the pulse of the planet
I think that’s great – memorable, audacious and benevolent.
I wonder how long it will be before mobile phone manufacturers do something with classic handsets?
Up to now phones have been getting smaller, techier and more serious. Maybe there’s opportunity in doing something different – I can imagine Shoreditch fashionistas slipping their SIM card into a second, old-skool phone before a night out.
As a brand opportunity, heritage in mobiles is one thing Nokia and Motorola have over Apple.
When the 800lb gorilla in your market brings out a product close to yours, it’s gonna hurt. Especially when theirs is free.
Which is why I admire Spanning Sync. They’re a funky software outfit who’ve been quietly sync’ing up Apple and Google Calendars for a small fee for some time. Suddenly, things have got a bit noisier with Google announcing a service that brushes ominously past their territory.
Spanning Sync could have been forgiven a few reflective days to chew over their response, but instead had their blog post up in a flash. They were “very excited about” the news and happily linked through to Google’s page.
This is a really smart move. How many traditional companies would ever even mention the name of competing products outside of closed boardrooms? To actively tell your closest customers about them is certainly contrary – and absolutely the right thing to do.
1. Control the agenda
Geek news travels reallllly fast. By competing to bring this information to their customers before they heard it elsewhere, Spanning Sync gained the chance to influence the positioning.
2. Champion the category
By welcoming Google’s product, Spanning Sync looked magnamimous, confident and like fellow fans of the sector.
3. Point out your edge
Spanning Sync were sure to convincingly point out the differences and benefits of their offering – without coming across as churlish.
4. Be prepared
The speed of Spanning Sync’s blog posting indicates that they were ready for this day. Having thought-through tactics for market eventualities is smart. At Guinness in the 90s we developed shadow brand plans to game what competitors might do.
