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Brand Matters. A blog by Monaco Lange.

Greg Monaco |

Arguments Argued

"Leave no stone unturned." "We can’t miss an opportunity." "Let's include that as well." This classic dialogue is something we all suffer from in the noble quest to tell our story to everybody, all at once. And we all know what happens when we “succeed” in this quest. Our marketing materials become a wall of words, cluttered, disjointed, uninspiring, and destined to be ignored. A punchless fruit punch of claims and features.

Greg Monaco |

If you can, make them cry.

“A man and shelters his son from the horrors of a WWII Nazi concentration camp, convincing the boy that it’s all a game.” That is a brief but accurate summarization for the film Life is Beautiful by Roberto Benigni.

Now, go see the film.

Therein lies the difference between strategy and execution. Mr. Begnini spelled out his strategy—in technical terms—for the movie well before he actually wrote it. But he realized that people don’t pay to go read a plot summary, they pay to experience it. And an amazing film was born.

Greg Monaco |

Monster Ads

Imagine creating a message so compelling that your audience can’t help but take action. That’s money in the bank—the ultimate win. Unfortunately, one message, by itself, rarely does the trick. It takes a number of pokes and prods to actually get people fired up enough to pick up the phone, or click.

Greg Monaco |

Nobody Wants To Hear From You

It’s healthy for us marketers to come from this perspective. Because it’s closer to reality. Your target customers didn’t buy the magazine to read your ad. They don’t watch TV to see your commercial.

Tessa Tinney |

The Engine of Social Media: Narcissism

I dare say that social media wouldn't work as a marketing tool if normal people weren't just a little bit narcissistic. (Yes, that includes you too.) That harmless dose of narcissism from which we all suffer is called "false uniqueness" in social psychology. It's the human tendency to believe that we are each more special than everyone else. We're all better drivers than anyone else. We have better taste in clothes or music or our politics are more informed and enlightened. We're all far above average at one or more things (I'm sorry to say that's not true). We all have the worst luck, and it's that bad luck that makes unfortunate things happen to us (rather than our ineptitude or laziness), because we are certainly more deserving of good things than most people too.

Greg Monaco |

The Power of Ballsy Promises

Your brand is nothing more than a passing thought, a subconscious twitch in the minds of your consumer. Mere fragments of your messages actually get through all the chatter and clatter. It’s best to realize that you just aren’t a priority. The customer is fine without you.

Greg Monaco |

Black Swan's "Nina" Prevails Over Her Own Brand

Natalie Portman’s character, Nina, in Black Swan was pegged as a precise, beautiful, technically-perfect dancer: a metaphor for a the graceful lines and effortless movement of a white swan. But the production also calls for the lead dancer to transform into the white swan’s alter-ego, the black swan.

Greg Monaco |

Nobody Said Branding Was Easy

I read something recently that went a little like this: The only people required to read about your brand are your life partners, and half of them duck out on us. The rest of your audience is voluntary.

Tessa Tinney |

Luxury or must-have. Are brands necessary to build the bottom line?

Like it or not, if you have a business, you have a brand. Granted, it might not be much of a brand—unrecognized or (like your prom pictures) even a bit embarrassing—but it’s a brand all the same. And whether you’re an established blue chip company or the local mom and pop pizza shop, your brand affects your bottom line.

Greg Monaco |

Blognetism

I subscribe to a half dozen or so blogs that I really like. But after looking and reading hundreds of blogs, hundreds of authors who have tried their hand at creating a conversation with me, I still only read a handful—those that are worth my 6 minutes.

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