In the book Advertising and the Mind of the Consumer, authors Max Sutherland and Alice Sylvester ask these questions – “Why is it so difficult to be introspective on advertising and how it influences us?” Their conclusion – as marketers, we too often look for the major effects of advertising – that super bowl ad that stays with us for a lifetime. That “ah ha” moment that makes an emotional connection with us as consumers. Not that making an emotional connection is bad, as marketers we all strive to do that with consumers. But, Max and Alice recommend that what we need to do as marketers is measure the more subtle effects of advertising, the minor effects that are not as obvious but are more characteristic of the way effective advertising works over time.

They equate the advertising process to watching our children grow up. As parents, we often don’t notice the physical growth that our children are going through each day. Occasionally though, over the course of a given year, we may notice small changes that are happening with them. The punch line – determining how much your child has grown in the last 24 hours is like evaluating the effect of being exposed to a single ad.

It is through the process and power of repetition, that small increments will add up over time. Eventually these repeated small increments can produce major perceived differences between brands and products in the minds of consumers. From day-to-day though, we are rarely aware of the process taking place.

A couple of months ago, I was speaking with Dr. Wally Metts who chairs the Department of Communications and Media at Spring Arbor University. He described his teaching philosophy this way – “To help students ask better questions and tell better stories.” I love that philosophy, and it pretty much sums up my role as a marketing professional – to ask great questions and tell great stories.

The Moth Radio Hour (true stories told live) http://www.themoth.org is an awesome new show that I heard this weekend on NPR.  You can check out the 5 pilot shows @ http://bit.ly/3HHEL3.  The concept is to feature true stories told live on stage without scripts, notes, props, or accompaniment. 

Great marketing and advertising is about telling stories that people will want to listen to, stories that will capture their hearts and minds.  The Moth Radio Hour and website could give you some key insights on how to do that authentically, how to be real in the art of storytelling.

One way that I describe the process of marketing is that first you need to identify your target markets, then you need to determine the needs and wants for those target markets, and then you need to speak to those needs and wants (from a communications perspective) and fulfill those needs and wants (from a product perspective) better than the competition – it is that simple and that difficult.

When it comes to understanding the needs and wants of the Millennial Generation, those born starting in 1982 and beyond, Neil Howe and William Strauss have compiled some interesting insights.  Among other things, they have identified seven core traits that describe this new generation of young people including: 

1. Team-oriented – They have strong team instincts
2. Achievers – They want the best, brands are important to them
3. Sheltered – They are looking for safe environments (emotionally and physically)
4. Confident – They are optimistic about their futures
5. Conventional – They appreciate values and traditions
6. Pressured – They could use some relief and renewal at times
7. Special – Don’t burst their bubble – treat them like they are special, because they are!

To learn more about the Millennial Generation check out Neil and William’s website at – http://www.lifecourse.com.

I heard an interesting story on NPR this morning about the country of Norway and how they are bucking the trends of most countries during these difficult financial times.  Apparently they have a $400 billion fund from oil and gas revenue that the country has been intentionally saving up over the years.  That’s $400 billion for a country of just over 4.5 million people.  It seems like life is good these days financially for the country and citizens of Norway.  This story definitely leaves me with a positive brand impression of Norway.  Check out the story at – http://bit.ly/gtvA8.

Back in the late 1990s I had the opportunity to hear Jim Collins speak at a conference in Chicago.  During Jim’s presentation he referred to a section from his first blockbuster book – Built to Last called BHAGS (Big Hairy Audacious Goals).  Jim wanted to personalize BHAGS for the conference attendees and he used an interesting illustration that has stuck with me all these years.  I think Jim’s illustration is a great way to kick off my first blog post as it relates to branding and marketing activities in the education arena.

Jim asked the audience to think about the following question – Imagine that, starting today, you set the goal to get in better physical shape.  What changes would you make in your life in order to achieve this goal?  Well, some of us would start thinking in terms of the need to allocate some time to get some more exercise.  We might change our diet a little bit.  Maybe get some more sleep.  Watch less television.  There are a variety of things that we could do to get in better physical shape.

Jim then asked how the list would differ if now our goal, starting today, would be to win your age group at the Hawaii Ironman Triathlon World Championship (2.4 mile swim, 112 mile bike ride, 26.2 mile marathon).  What in your life would change?  Well, for most of us that goal would utterly transform much of the way we spend our time, the way we allocate our resources, our energy, our focus.  Everything would need to change in order to achieve that goal.

When I observe educational organizations around the country as it relates to their branding and marketing efforts, I find many of them saying – we want to get in better shape.  And they do a little bit of exercise, and change their diet a little bit.  They read labels on the back of food items, but then go ahead and eat it anyway.  At least they’re reading the labels – right.  It’s a start.

Occasionally though, there are a few educational organizations that I observe that say – we want to win the Ironman.  And what they eat changes.  How they spend their time changes.  Their level of focus and intensity changes.  Everything changes, just as your life would change if you committed to the goal of winning your age group at the Hawaii Ironman.

Jim goes on to say in his book and during his presentation in Chicago, that this is the role of a BHAG – to stimulate progress.  Isn’t that the role of branding and marketing – to preserve the core and stimulate progress for your organization?  Bottom line, when it comes to your branding and marketing efforts, you need to set Big Hairy Audacious Goals.  You need to Think Big, Stay Focused, and Never, Never, Quit!