MODERN MARKETING
You’re Boring - Your Brand
Doesn’t Have To Be
By Scot McKee
Your brand strategy needs to be
inclusive, not exclusive.
Listen to your audiences – internal
and external.
‘Listening’ means allowing them to
speak, and be heard.
The brand is not about you. It’s
about them.
10 ModernBusiness
June 2016
The CEO was talking about his
brand. Everyone should have been
listening, but they were all stifling
yawns. Last time I looked, yawning
wasn’t really the same as listening.
There comes a point when you just
‘look’ like you know what you’re
talking about. I practice that look. It’s
a bit like, ‘Blue Steel’, with a little less
eyeliner.
I’m invited to speak to companies
about their business brand strategy
fairly regularly these days. I think it
has something to do with my greying
temples and ever receding hairline.
So I turn up to the meetings, which
are always couched in words like,
‘exciting’ and ‘opportunity’, and,
‘unparalleled’, but they’re not.
They’re accidents waiting to happen