On Monday we were lucky enough to hear a talk and Q&A from Angelique Green, CEO of The Mighty Shed, a marketing agency based in the US and UK that focus on disruptive thinking. It was incredibly insightful and exciting to get to hear first hand the various strategies used to effectively create disruption.
She also gave some super helpful advice on various aspects of our brand development, including brand names, presentations and the consumer.
My main takings were as follows:
- Brand values need to resonate, motivate and inspire core audience to act and engage with brand
- Borrow conventions which help you but disrupt with other things, such as colour, font, tone of voice
- The consumer should always be front of mind
- Don’t use new technology just for the sake of it
- Brand name: legal, the consumer comes first - inspirational or functional? Is the consumer buying for practicality or emotional reasons/benefits. Think of different names which fit into both categories and test with target consumers
- The difference between comms and marketing:
Marketing = who are key consumers, marketing mix, achieve business/financial objectives, Communications = how I will get there eg. Campaigns
- Target consumer - what are their shared values/psychographic
- Our pitch should have a story eg solving a problem
- Don’t start the presentation without knowing what your story board is - have a beginning, middle and end
- Think about taking something from another genre - brand name
- Ensuree the aesthetics are relevant to the consumer
Overall I found this lecture from Angelique really inspiring and valuable and I'll be sure to use everything I've learn for my own brand development!
Helena
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