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A solid social media strategy can do many things for your brand’s results.

Social-network-icons

At the same time, there are many things social media won’t do for a brand.

Social media WON’T:

  • Deliver business results if you can’t articulate a business objective you expect it to support
  • Fix a brand problem – in fact it will call attention to a brand problem
  • Make your brand suddenly intriguing to its audiences
  • Stop talking negatively about your brand if you decide to retreat and not participate in the conversations
  • Let you get away with the same poor customer treatment your brand could get away with twenty years ago
  • Give you more points for the quantity of content than it will take away for poor quality content
  • Tell you what content topics to address . . . but it will give you all kinds of hints
  • Make sense if you can’t stop talking about yourself all the time
  • Ever completely ignore the things you hope it will ignore
  • Automatically make the things you want to go viral go viral
  • Change the world as we know it . . . even though it will shake up a lot of things beyond recognition

If your brand is still on the social media strategy sidelines (or is in the game without a strategy), these are all reason it is better to create a solid social media strategy first before just starting and seeing what happens. – Mike Brown

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Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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A brand can be completely careless about its branding strategy and brand messages. If it is, it runs the risk of confusing itself, its employees, and the marketplace.

Really smart brands, however, employ a coordinated branding strategy across values, employees, products and services, messages, and all the cues that reinforce the brand. They take advantage of every opportunity (or at least as many as they possibly can) to reinforce brand messages, even on what might seem to be throwaway situations.

On several road trips, we passed Chick-fil-A logos on multi-restaurant highway signs. These highway signs are the ones where several restaurants buy small placements to highlight a presence at an upcoming exit.

Each of the Chick-fil-A placements on these restaurant signs featured the brand’s logo and the message, “Closed Sunday.”

Chick-fil-a-Sign2

It might initially seem to be an odd, negative branding message. Why tell someone when you AREN’T open when you could convey a positive message such as, “Open Mon-Sat.”

Yet, while “Open Mon-Sat” is a message, it does nothing for the Chick-fil-A brand. “Closed Sunday,” on the other hand, sends a big brand message about Chick-fil-A and the values its brand represents. Importantly, it also resonates strongly with an important target audience for the brand.

That’s a tiny lesson, but suggests a big question for any organization’s branding strategy: How many meaningless brand messages are you putting out into the marketplace, and what are you going to do (SOON) to give them real brand value? – Mike Brown

10 Keys to Engaging Stakeholders to Create Improved Results

FREE Download: “Results!!! Creating Strategic Impact”

Results!!! Creating Strategic Impact Mini-Book

Leaders are looking for powerful ways to engage strong collaborators to shape shared visions. They need strategic thinkers who can develop strategy and turn it into results.

This new Brainzooming mini-book, “Results – Creating Strategic Impact” unveils ten proven lessons for leaders to increase strategic collaboration, engagement, and create improved results.

Download this free, action-focused mini-book to:

  • Learn smart ways to separate strategic opportunities from the daily noise of business
  • Increase focus for your team with productive strategy questions everyone can use
  • Actively engage stakeholders in strategy AND implementation success

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Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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1

I know, I know, I know. By all public accounts, Woody Allen isn’t an admirable person. Yet every time he releases a new movie and does an interview in the Wall Street Journal, there are great strategic and creative insights worth mentioning.

You can read my previous disclaimer on blogging about Woody Allen here, in an earlier Brainzooming post about his longevity-oriented, low-risk strategy.

The 3 Brand Strategy Questions and Woody Allen

In the WSJ interview for “Irrational Man,” Allen discusses the challenges of varying your brand. His brand situation plays out three important brand strategy questions we ask when a company is evaluating brand innovations:

  • What do your customers EXPECT from your brand?
  • What types of changes will customers ACCEPT from your brand?
  • What will customers REWARD your brand for doing?

Brand-Promise-Inputs

Answering a question about why people laugh during his dramatic films, Woody Allen discussed the back and forth between comedy and drama in his career. While he aspired to write dramatic works, his talents were in comedy. Based on his early comedic success, comedy is where his brand is based. In other words, it’s what customers EXPECT from the Woody Allen brand.

The more intriguing insight relative to these brand strategy questions addresses the ACCEPT and REWARD dimensions: even during his dramatic films, where there is ostensibly no humorous content, audiences still laugh.

As he notes, “People want comedy from me (what they ACCEPT) and still interpret things I do as comic when of course they’re not. I believe people laugh(ed) (what they REWARD) because they thought they would be missing something if they didn’t laugh…it will always get some laughs because people associate me with that.”

In another measure of how viewers reward his brand, the estimated inflation-adjusted gross revenue of Woody Allen’s films (from an analysis Buzzfeed published in 2013) shows his top films are skewed toward his comedies.

And it’s clear Woody Allen got this limitation in his brand early on in his career. In his 1980 film “Stardust Memories,” a fan tells Allen’s character, a movie director, that she likes his earlier funny films.

Allen’s response to his brand limitations appears to be to minimize risk and go ahead with whatever types of films he wants to do.

Your brand, however, may not have that luxury. If you don’t think it does, these three brand strategy questions should be front and center as you consider any innovation that pushes your brand in potentially new territory.   – Mike Brown

 

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Looking for Ways to Develop a Successful
Innovation Strategy to Grow Your Business?
Brainzooming Has an Answer!

Brainzooming Outside-In Innovation Strategic Thinking Tools eBookBusiness growth can depend on introducing new products and services that resonate more strongly with customers and deliver outstanding value.

Are you prepared to take better advantage of your brand’s customer and market insights to generate innovative product ideas? The right combination of outside perspectives and productive strategic thinking exercises enables your brand to ideate, prioritize, and propel innovative growth.

Download this free, concise ebook to:

  • Identify your organization’s innovation profile
  • Rapidly deploy effective strategic thinking exercises to spur innovation
  • Incorporate market-based perspectives into your innovation strategy in successful ways

Download this FREE ebook to turn ideas into actionable innovation strategies to drive your organization’s comeback!





Download Your Free  Outside-In Innovation Strategic Thinking Fake Book




 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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1

We all encounter strategic bumps in the road in both our business and in our personal lives. To help you address the problem solving associated with some of the more common bumps in the road you may face on a daily basis, here are twenty-five articles to help you devise your plan of attack.

25 Articles on Problem Solving and Handling Bumps in the Road

Bump-Bump

Problem Solving Exercises

Brand Challenges and Turnarounds

Innovation and Change Challenges

Getting Things Done

Personal Bumps in the Road

Career Challenges

 

10 Keys to Engaging Stakeholders to Create Improved Results

FREE Download: “Results!!! Creating Strategic Impact”

Results!!! Creating Strategic Impact Mini-Book

Leaders are looking for powerful ways to engage strong collaborators to shape shared visions. They need strategic thinkers who can develop strategy and turn it into results.

This new Brainzooming mini-book, “Results – Creating Strategic Impact” unveils ten proven lessons for leaders to increase strategic collaboration, engagement, and create improved results.

Download this free, action-focused mini-book to:

  • Learn smart ways to separate strategic opportunities from the daily noise of business
  • Increase focus for your team with productive strategy questions everyone can use
  • Actively engage stakeholders in strategy AND implementation success

Download Your FREE   Results!!!  Creating Strategic Impact Mini-book

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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0

First-time workshop questions always trigger blog posts. A new question from last week’s Outside-In Brand Innovation Brainzooming Workshop at the Brand Strategy Conference is no exception.

The intimate size of the brand innovation workshop afforded a rare opportunity. The participants decided to select one brand from among the attendees with everyone working together on outside-in innovation exercises for that brand. Using this approach with the strategic thinking questions, we created a tremendous jumpstart for a B2C brand whose brand manager admitted struggling with differentiating itself from its closest direct competitor.

The group’s responses to the strategic thinking questions and their brand innovation ideas filled many easel-sized Post-it pages.

Modifiers

7 Keys to Creating a Brand Toolkit for Brand Innovation

The voluminous poster-based output led one participant to ask what we do AFTER the strategic thinking questions and exercises to document the Brainzooming results.

That’s something I don’t typically cover in workshops, especially since most involve participants working on exercises individually.

After reviewing the poster photos to begin documenting a session, here are the next strategic thinking questions we ask ourselves to create actionable report outs:

  1. What big ideas jump off the page (or stand out in our memories) as natural big messages?
  2. What are big ideas people overlooked that should be brought to the forefront?
  3. Are there big themes that emerge when we aggregate multiple ideas from across exercises?
  4. How do we best call attention to the expected deliverables and outcomes from the workshop?
  5. If we are putting results into a table or matrix, are there obvious dimensions for organizing them? Are there less obvious dimensions to organize them in new ways?
  6. Were there any ideas that took my breath away when they were suggested? (From our Brand Strategy Conference workshop, one attendee shared an insight that could be a million dollar idea for a differentiated brand position. Those ideas make me gasp when they emerge.)
  7. Are there interesting parts of ideas that emerged during different exercises that need to be put together?

Asking and answering strategic thinking questions such as these helps develop what we characterize as a “strategic brand toolkit.” A brand toolkit (in electronic form) provides a brand manager so many possibilities for ongoing brand innovation.

Does that sound like what your brand needs?

Let’s talk about making it happen for your brand! – Mike Brown

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

 

Looking for Brand Innovation to Grow Your Business? Brainzooming Has an Answer!

Brainzooming Outside-In Innovation Strategic Thinking Tools eBookBusiness growth can depend on introducing new products and services that resonate more strongly with customers and deliver outstanding value.

Are you prepared to take better advantage of your brand’s customer and market insights to generate innovative product ideas? The right combination of outside perspectives and productive strategic thinking exercises enables your brand to ideate, prioritize, and propel innovative growth.

Download this free, concise ebook to:

  • Identify your organization’s innovation profile
  • Rapidly deploy effective strategic thinking exercises to spur innovation
  • Incorporate market-based perspectives into your innovation strategy in successful ways

Download this FREE ebook to turn ideas into actionable innovation strategies to drive your organization’s comeback!


Download Your Free  Outside-In Innovation Strategic Thinking eBook

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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I compare how we approach creating Brainzooming strategic thinking workshops to how a band develops a live music set list for a concert. For example, I read somewhere that when Bruce Springsteen and the E Street Band go out on tour, they have more than two hundred songs ready to slot into any one concert. They play some songs nearly all the time; other songs might only appear once.

That’s comparable to how we select specific strategic thinking questions and exercises from among our large (and always growing) repertoire for a client session. We include some exercises (in one form or another) in nearly every workshop. These are supplemented by less frequently used strategic thinking exercises serving a particular role to address a client’s needs.

Similarly, we select specific exercises to teach at conference workshops to best address a particular conference topic or learning objective. For the Brand Strategy Conference in San Francisco, we used the Outside-In Innovation Fake Book of Strategic Thinking Exercises as the basis for a brand innovation workshop. We concentrated on how companies can use customer, market, competitor, and other external, outside-in looks for brand innovation.

8 Strategic Thinking Exercises for Brand Innovation

Among the sixteen exercises in the Fake Book, we picked eight that were most relevant for brand innovators. Want to apply them to your own brand innovation needs? Here is the set list we used in the workshop (along with the Fake Book page numbers):

1. Looking at Your Brand as a Set of Benefits (Page 7)

This brand innovation exercise is central to most of the following benefits-based exercises that unlock innovation opportunities.

2. New Ways to Enhance Benefit Delivery (Page 8)

Using your audience’s needs, this exercise lets you imagine new ways to address them through the brand experience.

3. Innovating Brand Experience Proof Points (Page 12)

This exercise explores ways you currently deliver and could potentially strengthen your brand experience backstage and onstage.

Brand-Experience-Mapping

4. Determining Your Benefit-Based Competitors (Page 8)

Your competitive set looks dramatically different when you identify competitors based on brands delivering comparable benefits (instead of simply picking those that look like your brand).

5. Identifying New Markets (Page 10)

If your brand is seeking growth, where else can you deliver benefits central to your brand in new markets? This exercise yields the answers.

6. Messaging Benefits in New Ways (Page 9)

There may be many brands in diverse markets providing benefits comparable to yours. Go to school to discover new ways to sharpen and improve your messaging.

7. Deconstructing What Your Brand Does (Page 22)

One of our favorite exercises (What’s It Like?) provides multiple strategic and brand innovation ideas to change the game for your brand.

8. Disrupt or Be Disrupted (Page 20)

There’s no one way to disrupt your brand or others in the marketplace. These strategic thinking questions are a starting point, however, to imagine a range of potential disruptions.

 

If you have brand management responsibilities in your position, download the Outside-In Innovation Fake Book today (it’s still free to download!).

Then you can use this set of exercises to start thinking about your brand in a dramatically new way.

Chances are, there will be a million dollar idea in there for your brand too! – Mike Brown

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

 

Looking for Brand Innovation to Grow Your Business? Brainzooming Has an Answer!

Brainzooming Outside-In Innovation Strategic Thinking Tools eBookBusiness growth can depend on introducing new products and services that resonate more strongly with customers and deliver outstanding value.

Are you prepared to take better advantage of your brand’s customer and market insights to generate innovative product ideas? The right combination of outside perspectives and productive strategic thinking exercises enables your brand to ideate, prioritize, and propel innovative growth.

Download this free, concise ebook to:

  • Identify your organization’s innovation profile
  • Rapidly deploy effective strategic thinking exercises to spur innovation
  • Incorporate market-based perspectives into your innovation strategy in successful ways

Download this FREE ebook to turn ideas into actionable innovation strategies to drive your organization’s comeback!


Download Your Free  Outside-In Innovation Strategic Thinking eBook

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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0

You want input from your employees and partners on your branding strategy, but you cannot afford the risk of the input getting out of control.

Why the big risk?

DSCF6618

You are two-thirds of the way toward finishing your brand strategy development. And, while you are seeking input from others, you cannot afford the input to needlessly and non-strategically unwind the branding strategy work you have already finalized.

One option is to not seek any input. Another is to stipulate certain topics are off limits. Another is to have a town hall type meeting (a few individual speakers with lots of listeners) so people have to acknowledge (if they’re being honest) they were in the room as the branding strategy was discussed, even if very few of them had a chance to offer ideas.

All of those options are weak.

Not soliciting input sets you up for multiple issues, including looking as if you are trying to hide something. Taking certain topics off the table makes it OBVIOUS you are hiding something. Holding a town hall meeting runs the risk of exposing your most negative and toxic audience members to the widest possible audience.

3 Ways to Invite Productive Branding Strategy Input

The far better alternative is bringing your larger audience together and maximizing the benefit of the input they provide through several techniques:

  • Have them work in small groups (which you assign or let naturally develop) so each person has a greater opportunity to contribute.
  • Give them specific questions to respond to that focus on areas where you need input you can actually consider and incorporate.
  • Provide a way to capture their input and conversations in a way they can easily share it with you.

Using this type of approach, you can focus interested brand participants on topics that are additive to your branding strategy. And it ideas or other input surfaces that runs counter to your strategic direction, you can see it in the small group output and react in a sound strategic way – rather than having to field a hot question off-the-cuff in a big audience setting.

Want to learn more about the opportunity and value of incorporating more voices in developing strategy? Download our latest RESULTS!!! mini-book to learn more about the advantages of dramatically growing the perspectives shaping your strategy. Do you have many things you want your employees to understand about your corporate branding strategy, what they should be doing to carry it out, and how they should interact with customers to fulfill your brand promise? – Mike Brown

10 Lessons to Engage Employees and Drive Improved Results

FREE Download: “Results!!! Creating Strategic Impact”

Results!!! Creating Strategic Impact Mini-Book

Senior executives are looking for employees who are strong collaborators and communicators while being creative and flexible. In short they need strategic thinkers who can develop strategy and turn it into results.

This new Brainzooming mini-book, “Results – Creating Strategic Impact” unveils ten proven lessons for senior executives to increase strategic collaboration, employee engagement, and grow revenues for their organizations.

Download this free, action-focused mini-book to:

  • Learn smart ways to separate strategic opportunities from the daily noise of business
  • Increase focus for your team with productive strategy questions everyone can use
  • Actively engage more employees in strategy AND implementation success

Download Your FREE   Results!!!  Creating Strategic Impact Mini-book

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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