Sure, Spyglass is an agency that works with global brands, but we are based in Minneapolis so it was bothersome to hear that some of Minnesota’s best-known companies saw their stocks decline in the 1st quarter. Large retailers lost value. Best Buy was down, Target dropped, Select Comfort tanked. Even Ameriprise Financial saw a dip. I know what you’re thinking. What Would Spyglass Do? We offer a gratis, broad brush of things for flailing brands to consider.
1. Hit the refresh button. Do something special. Find new reasons for customers to believe in you. Do something to reward them for paying attention to you. Give business-as-usual a kick in the backside.
2. Create some compelling content. Yes, you always need to be creating new brand content. That’s the stuff people share with their friends and family. It keeps you in the conversation. Be smart. Create something that drives people to interact with your brand. Delight your audience. Think how they think. Surprise them.
3. Act like a human being, not a brand. Look like a brand that is “on the way to a good day” and not in the way. Tap into people’s emotions and set yourself apart. Add a little positivity. Avoid insincerity at all costs. And treat flat, unemotional marketing like the plague.
Buy a corporate jet. Here’s why. Turns out deprecation and government tax breaks are your best friend when it comes to the jet-set life. Twist the right knobs on your brand refresh, and this could be you. I know people who can help.
For successful companies, it starts at the top. Unfortunately, half of the greatest ideas out there die on the vine because managers in companies don’t have the desire to fight the battles that it takes to go big. The Spyglass mantra has always been this: upper, upper management has to get on board with new brand work or the new thinking that emerges. Otherwise, the daring ideas and the exciting, new path towards growing your business becomes nothing more than tears in the rain.
Get inspired by the big hitters who dared to dive in head first.