Killian & Company Advertising
 

Branding Eye for the Business Guy

"If you can't outspend 'em, outsmart 'em." — Bob Killian

On a once-popular-now-fast-fading cable tv show, the Fab Five, experts in five different areas, swoop down on a guy in need of a makeover, and in just one day (we are expected to believe) transform his wardrobe and grooming and decorating, so he can (typically) impress his girlfriend. It's a fun formula: a little shopping, bitchy remarks as they discard his bowling shirt, some redecorating, girlfriend and buddies are dazzled, happy ending.

The Fab 5

It's a bit like what we do for organizations.

Not in one day, mind you. The problems, opportunities and competitive environment of a business are far more complex (and the stakes much higher) than some hapless guy with a dorky haircut and cluttered kitchen. Branding for a business is life-and-death.

So. Is branding only for mega firms with vast resources? Of course not. The same rules and tools are available for any competitive business, large, small, B2B, B2C, product, service, candidate or cause. The same kind of mind-of-the-prospect analysis is needed. Real insights earn real breakthroughs, no matter what your size. One need look no farther than General Motors to see that great size and scale is no defense against Stupid. (Let's expand on that a bit: there's a hot dog stand in Chicago that decided to "do it better." Better buns, better mustard. Exotic sausages with ingredients like alligator and venison. Every Friday became "Duck Fat Friday" when fries are deep-fried in melted duck fat. The lines go out the door and down the sidewalk every day. Patrons buy the food, and the t-shirts, and tell all their friends, some of whom drive for hours to make the pilgrimage. So. Now, who's the more successful brand, Hot Doug's, or Oldsmobile?)

It usually takes experienced, objective outsiders to bring a perspective not found in those closest to the action. Somebody to question the assumptions, re-examine "the way we've always done it," spot the inconsistencies that weaken a message. Listen for "the dog that's not barking."

On our website, you'll find lots of useful stuff, from clients we've helped, to white papers on branding and other topics, to credentials you should be looking for. We even have material about hot topics like Brand Narrative, an area so new it's causing people to rethink their new product methodologies. Enjoy exploring.

But the clock is ticking, and you're in a very competitive business. Should you have our team swoop in, conduct one of our Branding Boot Camps so you can start to outsmart your competitors?

Maybe you should contact our branding guru now ... before your competitor does.

Know people who should read this? Tell them.

INDEX TO ALL WHITE PAPERS