It's What They Repeat

>> Thursday, June 4, 2009

I'm up in Boston at the first annual OTC Perspectives National Conference. I had the honor of being the first speaker during the first morning of the first day of the first conference of this new organization. I moderated the entire morning of speakers who all spoke about "doing more with less", something I'm sure we are all quite familiar with these days.

While everyone did a great job, and certainly had much to say about "doing more with less", I was fascinated by a talk that came right after my module that was centered around consumer messaging.

Bill Schley from davidID spoke at great length about how to connect with consumers with your brand's messaging. His premise is this:
- yes it's important that consumers connect with your brand
- yes it's important that consumers remember your brand
- but what really counts is what they repeat about your brand

It's What They Repeat!

How fabulous! Social media at its core. Word of mouth at its essence.

The key is to connect with consumers in such a meaningful way that they simply and fully understand what you are all about as a brand and then they are able to capture it in a sound byte that they can repeat to others.

To their friends and family. To others who might want to know. Who can then repeat to others. It's What They Repeat!

He used the example of "the breakfast of champions." Yes it's a tagline, but don't get caught up in that. It's also a very simple articulation of what the brand is all about and it's instantly "repeatable" and instantly "understandable". I have not even mentioned the brand name or the brand attributes for this specific example and I'm betting that you know exactly what I am talking about.

It's What They Repeat!

Wonderful. An inspiring way to look at messaging development, and an even more fundamental way to look at positioning.

Hope this finds you well -- Jim.


Barry the Blogger June 5, 2009 at 9:37 AM  

Very true, but how they repeat is do different today. Word of mouth means everything from oral conversations to tweets.

Communications can take things so far, but the entire product experience, from packaging to use to customer service has to deliver with excellence or what people repeat might not be positive and catch on like wildfire.

Apple is the perfect example of getting it right, from their communications to their genius bars and education classes in-stores.

How many health and wellness companies are even in that ballpark? My guess, very few.

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