What does your brand stand for?

I’m a big fan of Seth Godin

and his thoughts on marketing apply to every field and industry going through the internet revolution.

And they Definitely apply to your studio career.

So when I run across a great thought for the Multi-Platinum tribe, I often do a mental rewrite focused on our industry, and share those with you here.

What does your brand stand for?

If you tell me about studio service and mix quality and customer focus, you haven’t answered my question, because a hundred other studios and producers in town stand for that. If you are what others are, then there’s nothing here to own or protect or build upon.

Compared to what? Compared to all those that you compete with for attention, for commerce, for donations and for employees, what do you stand for? Are you one of a kind or even one in a million?

Hyatt, Marriott, Hilton… they don’t actually stand for anything, do they? They can’t, because they stand for precisely the same thing. Puma vs. Adidas vs. Nike… They all want to stand for winning. How substantial are the differences?

Make a list of the differences and the extremes and start with that.

What is genuinely unique about your production skills?

What can you bring to the table that none of the competition can touch? 

A brand that stands for what all brands stand for stands for nothing much.



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