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There is so much we want to say about our brands. So much that we want people to know. It’s easy to work ourselves into a frenzy, cranking out message after message to make sure our prospects recognize all the features of our offering.
I had run into this not too long ago with a client who engaged me to help with their marketing. The client wanted prospects to know about the latest feature they added. Oh, and we couldn’t let prospects forget about bullet points one, two, and three as well. And as long as we were adding those, it seemed to make sense to the client to go ahead and add bullet points four, five, and six, too. Just to make sure prospects didn’t miss those.
The client wanted to know if all that made sense.
ME: “Why are you asking me?”
CLIENT: “Well, you’re the branding/marketing expert.”
ME: “True. But I’m not the one you should be listening to.”
That probably had him reconsidering my consulting fee.
What would Howard do?
Howard Schultz help Starbucks become a beloved brand during his tenure as CEO from 1986 to 2000. When the company was struggling, he returned to the helm from 2008 to 2016 to help right the ship. And he has now returned a third time as Starbucks once again struggles with its…
