The joy of energy
Why drink ditchwater when you can sip champagne?
Words matter. Think of the emotions and feelings they evoke every day. Constant media onslaught means that we are perpetually bombarded by competing voices. Language is an endlessly complex and fascinating journey. Dull words even sound dull – they drag. ‘Tedious’ for example is a sleepy, uninspiring and whiny little creation. On the other hand, words used in the rightway can invigorate, excite and intrigue. They can draw people to you and ultimately, to any product you may wish to promote. That linguistic hook is a clever devil.
Brainstorming is just that, utilising the most important organ in the body in a fast and spontaneous way to draw out the most effective ideas. Choosing a name is not easy and should take more than one brain. They need to be good brains, too. Think of ‘Innocent’ as the name for a soft drink and what does it conjure? As intended, it demonstrates a friendly, open, nothing else to see herebut honestyvibe. Whether you go for sincere, humorous, ironic or hard-hitting, that name that you baptise your commercial baby is vital. Of course, some people simply brand a company with their own name and fly with that. It works for some but you have to then push to make that name relevant.
Dynamic is Terrific
One of the most important things in terms of marketing is a sense of movement, of excitement, of energy. Otherwise you have something flat or advertising that people snigger at, like the shaky, badly acted adverts best seen in cinemas long ago. That’s also why so many good and successful companies frequently re-brand their packaging, their advertising, their whole image. Products, like food, are rarely likeable when stale. Creating a buzz, a fizz, is the reinvigorating magic in a world of constantly revolving social media, of butterfly minds.
Know your brand, but always take advice
When you have invested a great deal of money and heart in a product, sometimes it can be hard to move from a set position. Does your company rely on the concept of tradition? That’s great – as it sets up a strong element of trust and consistency. There is no reason why you can’t be exciting in other ways. It may be tricky though to balance tradition and ‘thrills’ – that’s when taking advice, getting perspective, can be extremely illuminating – quite literally letting light in on your commercial world.
Enjoy the journey
You should relish the energy and challenge of creative change, both in terms of language, image and attitude. It sets the blood pumping more than cardiovascular exercise. A little fear, some risk, are the things that drive most of us to get up in the money, surge forward. That’s essentially why energy is beneficial. It’s makes you fully aware that you are alive. Best of all, it communicates to other people in business that you have something valuable, desirable and exciting to be around.