Strategic thinking that is.
A colleague recently asked me if we give away too much of our brand strategy and Internet marketing intelligence “for free” in our articles. I laughed, and then (almost kiddingly) replied, “Hopefully people think, ‘Wow, this is smart strategic thinking. They can’t be publishing all they know for free,’” and proceed to retain us as their brand and Internet marketing agency of record.
Slick.
In fact, educational leadership is one of the pillars in our brand strategy. That is, to behave like, commit to being and become known as an educational leader in our domain.
A PhD.
So yes, we publish to share brand strategy experience for free. For the most part, this can be bucketed into two areas:
- Intellectual insight: This is our take on what works, what doesn’t, what might work and what will be a train wreck. After some 300+ brand strategies launched, we tend to trust our gut feelings.
- Intellectual property: Based on a foundation of proven brand positioning strategies and tactics, we integrate our big idea creative to position or reposition a brand for hockey stick revenue growth.
With all the content we write about, it is the big idea creative itself that our team delivers and can be invaluable to a brand.
You know, the magic.
The big idea you tell in a story that excites the masses to try, buy, re-buy and share their experience with your brand.
The fact that the dreamt-up big idea is vetted against proven brand positioning drivers [and our guts] tends to make it strategic creative as opposed to great creative that doesn’t sell squat.
Give away the .PhD education.
See the magic.
It works in most markets.
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