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Say it…without Saying it!

Ad guru Bill Bernbach once said, “Conventional logic is hopeless in marketing. You just end up in the same place as your competitors.”

It’s true.

In a first meeting with a client, I always want to get to know the business. What they do ‘functionally’ and what they mean to their customers beyond ‘function’. I get to know their operation and how they bring both elements to meaning. It’s about distinction and relevance. It’s about the brand.

One question I ask centers on their uniqueness. What makes them stand out in their crowded category?

The answer I hear is this: “Customer service…we have the best service.”

My reply is always, “That’s great! It’s always key to take care of your customers. The problem is: Unless your competitors are promoting that ‘they hate their customers’, saying ‘good customer service’ is lost.

That’s why branding strategies should always incorporate a way to communicate the information you want to relay, without just saying it. In other words, say it…without saying it.

For instance, we worked with a high-end men’s clothier years ago. They, of course, wanted to tout great service. We developed a program in which they brought the store to you. So, they could tout ‘great service’ without saying something everyone else was saying. Say it without saying it!

#marketing #branding

By Scott Trueblood, of BrandVision Marketing. BrandVision Marketing is a full-service marketing agency based in Knoxville, TN.

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