It started innocently enough. With a simple question we get often: My brand needs a manifesto, but how do I write one? While we've formed some basic rules to help guide their creation in our workshops, we thought it might be fun to take a different approach in advance of our 2017 Design Week Portland Open House.
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My relationship with my job? It’s complicated. Well, here, let me try it out on you. “What do you do?” you ask. “I’m a storyteller.” (CRINGE) “I help create “brand experiences.” (CRINGE) “I’m a brand strategist.” (CRINGE) “I’m an ad guy.” (CRINGE) You get the idea.
Any one of my go-to answers is met with varying degrees of confusion, pity, or even disdain. I am part of an industry that while continuing to evolve is still often viewed as the “people who sell stuff you don’t need to people who can’t afford it.” And I can’t really blame people for their views on the subject.
The goal of any advertising campaign is to earn a special place in the hearts and minds of the public. This is how we earn market share, after all. “Mindshare” is that top of mind recall that puts your brand on top when someone finds themselves in want/need of your product or service. It’s the only way to build brand equity. But what is it that makes a brand truly memorable?