Redefining Your Brand: The 25th Law

by Rekko Salam Director of Digital Marketing Turbo Noodle


"Brand Evolution"

When you think about your brand you must see it for what it is. A LIVING ENTITY. Not in the animate concept that comes to mind when you think of people. But in the abstract view that it is, as a process, ever evolving. GROWING. And this growth must be nurtured. Part of evolution is to constantly redefine the thought process which built the concept in the first place. This process of thinking is genetically predisposed to think in terms of survival. But on the other side of that instinct and survival comes our nature to go to with the flow. The nature to go in a common direction. And that nature drives us to complacency. Being content. Getting to comfortable. This sets us up to be cookie cutter thinkers with little in the way of preparation or even hope for change and growth. In this paradigm it is that life imitates business and business imitates life. And in business the mechanism for survival isn't always so ingrained within us. That he or she who is the most adaptable survives line of understanding gives way to those that do what everyone did yesterday is OK tomorrow. It's usually he or she that thinks inside the box that finds common ground in philosophy. 


"Life Cycle Of An Idea"

When we think of growth we don't always think of the death cycle that's involved. FOR EVER NEW IDEA AN OLD ONE HAS TO BE ADJUSTED OR EVEN DISCARDED AS A BETTER UNDERSTANDING EMERGES. It's been true since Adam realized the apple wasn't so sweet and it's still true today. When we take experience and sprinkle it with some wisdom, a brand can learn and process data from a variety of KPIS (key performance indicators) to better optimize their agenda. For business owners, understanding this maturation process is paramount to seeing their vision through and capitalizing on new trends and ideas. As I was told by a mentor in school at General Assembly, digital marketing isn't just a set of best practices. Sure you set your baselines accordingly. But it's a discipline that evolves daily. So my approach to learning it and understanding should also be as innovative. That was by far the most important thing I learned. So we all know this. That it redefines itself so rapidly that what's a best practice today, is an old practice tomorrow. So is the new age of business technology.

To quote the legendary philosopher Robert Green, author of the 48 Laws of Power, the 25th Law details the ideology that change is key to survival and redefining one's self is a factor in determining success or failure. He points out three remarkable ideas about what it means.

1. You must learn to enlarge your actions through dramatic techniques such as surprise, suspense, and symbolic identification.

2. You must be constantly aware of your audience—of what will please them and what will bore them.

3. You must arrange to place yourself at the center, to command attention, and never to be upstaged at any cost.

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"Thinking Analytical"

Let's think in the analytical. We can, with the right set of normalcies, baselines and benchmarks measure our growth and/ or improve on what we already had in place. So with that being true, then it's reasonable to expect that we can predict, and in turn, facilitate that growth. Delve with me for a minute into the marketing funnel. For this example, we'll focus on the awareness stage of the process. We know that we have X amount of customers being converted, retained and referred. So with that baseline, or our company status quo, we can increase our baseline over a determined time frame (based on our kpis and metrics) through redefining and in fact reengaging some of our current client and customer base while reaching out to a new audience. We do that by being creative and implementing new content, services, promotions, technologies, etc. This cast a wider net in two important regards. Existing customers see brand development and feel even more compelled to stay with you as you expand and on the flip side new customers see a steady base of people interacting and reengaging and also have a fresh perspective that’s been through A/B and cohort test so your process has been optimized.

 The biggest obstacle to reinventing aspects of a brand is the old adage 'if it isn't broke don't fix it'. Or "we're not trying to reinvent the wheel". IMAGINE HOW THE PEOPLE THAT INVESTED IN PAGERS, VIDEO STORES AND CASSETTE TAPES FEEL? The point is that he who expounds eventually knows more. Some things that change, change on a smaller level (fast food, call waiting, Netflix) versus some things that change the world (whoever invented restaurants, Alexander Bell, and the first film directors).

 But there’s a variable here at work. Remember, knowledge and wisdom aren't the same thing.  Knowing a tomato is a fruit is knowledge. Knowing NOT to put it in a fruit salad is wisdom. Situational awareness rules the day. Don't be afraid to look at your brand and see evolution.