Re: How to market a flat subject?

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 31 Jul 2001 11:59:23 -0500

NICKI MANSFIELD <Nicki_Mansfield_at_StandardAero.ca> WROTE:

> I'd value your opinions on whether you, as
> members of the advertising population in general,
> believe I'd need to build on the high-tech end of
> aerospace products or whether such material could
> ever be considered sexy, if you will!

Speaking from personal experience, I have never met a
client whose product or service didn't have an
inherently unique and fascinating quality. I even have
samples of work we did for polyester shirts, for crying
out loud -- and nothing is flatter than petroleum-based
clothing.

If you can't find it, it can only be due to one of two
possibilities:

1. You're trying to find it yourself.
2. The agency you've hired to find it has no talent.

In my book, I list the Do It Yourself Corollary, which
is a part of Frankel's Laws of Big Time Branding:
"Doing it yourself works for suicide, but not much else."

When clients attempt to do their own branding -- or
hire agencies who simply aren't up to the task -- it
probably means they're trying to build the rand from the
inside out, which IMHO, is 180 degrees off course.

Big Time Brands are built from the outside in. And
that's how you find that unique, fascinating quality
that you call "sexy."


Rob Frankel, "Yes, I really do turn users into
  evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
FrankelTips Weekly at: http://www.FrankelTips.com
The Book/Tapes: http://www.RevengeOfBrandX.com
FrankelBiz for FREE at: http://www.FrankelBiz.com
818-990-8623 - 888-ROBFRANKEL - AIM ROBFRANKEL



Received on Tue Jul 31 2001 - 11:59:23 CDT