Whatever it is that allows you time to slow down and re-charge, make time for it. For several years I have fallen prey to the idea of being too busy for down time. Truth is, when I make time for down time, I am more creative and work far more efficiently. So, I am making a point to schedule time for down time. In the end, I am sure that is will make me a better employee, a better consultant, and a better person all the way around.
It is just a simple reminder that sometimes more is just more. Sometimes by doing what may seem like less, you actually gain efficiency and capacity. Here are a few simple reminders to find your chill point:
Know when you need to find quiet time
Understand what it takes for you to decompress – quiet, sitting, turning off your phone, music, etc.
Set definite appointments with yourself for the express purpose of re-charging
Be disciplined – do not give in
Experiment with new ways to schedule and execute down time
Creativity results in more than just pretty pictures on the page or screen. Sometimes we need internal creativity too.
I have to admit that it stopped me dead in my tracks and caused me to simply agree. What an outstanding viewpoint and a testament to why this organization is so successful. With a philosophy like that, you are bound to be excellent.
It is a fantastic reminder to all of us while deep in pursuit of increase, our standard should not always be what has been before. The true standard should be how excellent can we actually be. Previous performance or even a competitor’s performance is not the highest measure success.
The fact is the campaign was a great, well thought out campaign. The problem was that the market had changed quite a bit, and we realized that some of the foundational principles upon which we based the development of the project were not true in this particular market segment any more. I know, an agency is never supposed to tell you we were wrong – and to my defense, the critical detail we started with was supplied by the client. However, once we hit reality with the brand offering, it simply did not live up to plan and projections.
So, what do I do? What any true marketing and advertising person would do – change it! No, I am not out to create more billing by changing the brand message. I am, however, committed to getting the message to a place that works.
The shock to me was that the client did not want to make the change. They loved our work so much, they were practically begging me to leave it alone. They even defended it. Wow. You have to love a client that likes your work that much – but truthfully, they pay me to get it right. So, we began making adjustments to our positioning based upon what we learned over the past several months. The market had changed and the segment they were selling into, many more variables were creating less interest rather than more. We needed to change the conversation.
Two and half hours later, we walked out with a completely revised brand and messaging strategy. It went into effect this morning and now we will see if our work is where it needs to be or not. Any firm that tells you they are always right, may not actually be. Listen to the ones that will tell you that they get it right – even if it takes a bit of time. The results will be worth the headache I assure you.
I remember the first time I developed a brand out of the dust. I ran off thinking, “how cool!” but quickly realized that without forethought, planning, and detailed brand strategy, you end up with nothing more than a cool logo (perhaps).
After a bit of experience under my belt, I have developed a few guidelines that I follow to protect an infant lifetime brand:
Begin with the end in mind: Imagine the brand 5 years from now, 10 years from now, 100 years from now. How does it look act and feel?
Create a brand curve model that depicts the growth, peak, and fall off of the brand (they all have one)
Have someone beyond the internal creative team evaluate the message and visuals. Many times we are too close in to see creative objectively
Test it, test it, test it. Just because you love it does not mean every one else will
Be willing to sacrifice the creative idea you like best for the one that works. It has to work!
Even with a well executed strategy there is still a bit of art, not science, involved in launching a global brand. However, my experience tells me that structure, wisdom, and forethought are the best tools to support outstanding creative. It truly takes more than pretty pictures.
The truth is that, thanks to the internet, there are literally thousands of new marketing tools available. It is a fantastic time to be in advertising, however, if you are not careful, it is easy to get lost in the noise and not remain true to who you are as a brand.
I have had the good fortune to be able to learn from many of the world’s most talented marketers over the years. In particular, one such mentor taught me the principle that not every new marketing widget fits into a well executed strategy. Conversely, just because it is new, does not mean that you have to wait to give it a test drive. A few of his key teaching principles include:
- Simplicity speaks louder than activity
- Consistency reaches farther than noise
- Authenticity secures more loyalty than promotion
My mentor challenged me to reduce the number of tools I was employing, lower the overall impressions, and clarify the message to one, crystal clear statement. I thought for sure we would take an enormous hit, yet the opposite was proven true.
It taught me the simple lesson that activity is not a substitute for clarity. When marketers swing at everything with every tool, it is highly likely that they are also confusing their potential audience. It is a great reminder to us all – evaluate every initiative as though it were your only one. Make certain that every marketing and advertising element supports the core product. Otherwise, it is possible to fall prey to the next shiny, bobbly thing that comes along.
