Vanessa Mentor « Blue Daring

Posts by Vanessa Mentor

Launching a New Brand – 5 Keys to Doing it Right

Posted By Vanessa Mentor as Strategy, branding, strategic planning, strategy

Posted 05.24.2010

Everyday I see a new sign going up for a new store or an online ad for a new product. Before I can even settle down on my laptop to Google these new brands it seems they have already closed up shop. Many people have a great idea but fail to take the time to strategically plan a successful launch. Before you let a good idea turn into a waste of time take these steps into consideration.

Hire Professionals! – Probably the number one step people feel they can bypass is hiring professionals to help them launch their brand. Most people avoid this step because they want to keep cost low. At first consultant fees may seem like a pretty penny but in actuality the money you will spend hiring experts is nothing compared to the money you could potentially lose by blindly going into a new venture. I recommend you seek out someone who can help you with the strategy of your launch as well as someone who can help with the look of your brand. In fact save yourself the hassle and hire a company that can do both!

Know your competition- Almost every wonderful idea you can think of belonged to someone else 5 minutes ago. Competition is everywhere and it’s important to know whether you stand a chance in your market or not. Research is critical in order to create a smart plan that stands out.

Strategic planning is your friend – Take your time to develop a thorough strategic plan. Most launches fail because the people behind them never bothered to create a plan. It’s easy to get caught up in the excitement of a great idea which can sometimes lead to off-the-cuff decisions. Just remember all buried treasures require a map to get to them.

Baby steps- If your idea or product is as good as you think it is what’s the rush? There is no need to make a full investment right out the gate. A soft launch or test run to see how your new brand fares in low stakes situation will save you and your wallet from any unexpected curve balls.

Time to assess – Once you have taken all the above mentioned steps take a step back and assess what you have learned. If people are raving about your soft launch it’s a good time to start making a significant investment into your brand. Did your test run fizzle? Perhaps it’s time to tweak a few things and go for a round two.

Launching a brand can seem a little overwhelming but a good idea paired with a good plan is always a success.

Tags: branding, communications, Creating a buzz, launching a brand, strategic planning, strategy, Vanessa Mentor
Posted in Strategy, branding, strategic planning, strategy | 1 Comment »

I HEART Information Consumption

Posted By Vanessa Mentor as strategic planning

Posted 03.10.2010

This past weekend I took a short trip to New York. Being a city girl myself I have always had an appreciation for bustling towns so naturally I love the big apple. As always when I travel I tend to forget a few things so I popped into a drug store. As I waited in line to check out and noticed a poster by the register of what looked like a sci-fi movie ad. When I got closer I realized it was a picture of a blackened lung with an anti-smoking message from New York City’s health department.

The ad is part of the new anti-smoking campaign from the city’s health department showing shocking photography of exactly what smoking does to your body. This is not the first time the health department has taken this type of controversial approach. Last year the NYC health department had advertisements warning of the health risks of soda. The ads depicted soda bottles filled with body fat being poured into drinking glasses. New York also has free condoms available at stores through out the city to promote safe sex. A lot of people think these sort of initiatives are vulgar but I find them not only refreshing but totally appropriate. New York is known for being this sort of gritty and real city. Deemed the city that never sleeps, everyone in NY is always on the go and in hurry. New Yorkers get a bad wrap for being “mean” but in actuality they are just so on the move they don’t have time for unnecessary pleasantries and small talk. A feel good wordy advertisement would be totally wasted on this fast-paced community.

Here at Blue Daring we really value information consumption. We think it is important to understand your target audience and deliver your message in a consumable way that resonates with them. The NYC Health department presented a real in-your-face ad approach to a real in-your-face city. Would this campaign work in a small middle-of-nowhere town? Fuggedaboutit no chance. But it is right at home in New York. Knowing your audience and adapting to their tone and lifestyle is a sure fire way to have a successful campaign.

NY ANTI SMOKING POSTER

Tags: anti-smoking, blue daring, communications, creating bizz, information consumption, messaging, new york city, Vanessa Mentor
Posted in strategic planning | No Comments »

Missing the Mark

Posted By Vanessa Mentor as strategic planning

Posted 02.15.2010

It is becoming more common to see companies advertising their social networking sites. Merging your online marketing with your offline marketing is a great way to not only easily measure the success of a campaign but also build up your following. Maker’s Mark bourbon company decided to take this approach with their recent billboards.

In the past Maker’s Mark advertising has been consistent with the look and feel of the product — a very classic, refined and exquisite spirit. They usually pair their classic image with tongue-in-cheek copy to keep it current, modern, and with the times. While out and about our president Melissa noticed this new billboard and snapped this photo with her cell phone.

This ad is a prime example of a company trying to keep up with changing trends but losing their brand consistency in doing so. Simply slapping what appears to be a cut-and-paste friend request button onto an existing company stock photo not only lacks creativity but weakens the company’s brand. If I could give this ad a makeover I would love to see a picture of someone serving a Maker’s Mark cocktail and copy along the lines of “Watch the friends start pouring in.” with a URL to their social networking site.

It is important to be conscience of the delicate balance between current trends and your brand’s integrity. I commend this company for including social media into their marketing approach but what looks like a lack of strategy and creativity has left them with an ad that has missed the mark.

Tags: ad, brand integrity, communications, Creating a buzz, creativity, facebook, makers mark, offline marketing, online marketing, social media, strategy, Vanessa Mentor
Posted in strategic planning | No Comments »