I say it. My book explains it. My blog shouts it: The least expensive, most effective way to build a brand is through the power of a good idea. Yes, you’ve got to execute it and bring the idea to life. But, especially if it’s a marketing idea, you have to do all that anyway. It is so much more impactful if you allow your media—social or otherwise—to serve a good idea, rather than force an uphill fight based on a mediocre thought. To rely on the power of a big budget, in hopes the weight of the media camouflages the lack of an idea, is never a good thing.
Today’s great example is the “Share a Coke” campaign. This good idea was simply that shoppers could choose personalized bottles and cans of Coke, Diet Coke and Coke Zero, with names from Alex to Zoe and appealing terms such as "Friends" and "BFF."
When "Share A Coke" first ran in 2011 in Australia, consumption soared by seven per cent. In the U.S., Coke’s sales have climbed by more than two per cent and it seems to have reversed a 10-year sales decline.
To add to the marketing fun, you can search to see if your name is on a bottle, and, if not, you can create your own virtual bottle.
I don’t have the time to list all the reasons this is a good idea. But if this doesn’t spark your creative juices then you are reading the wrong blog.