Knowing who you are as a brand

I love Monocle. I was first “introduced” into it a fair few years ago as a magazine with a fresh look, manga cartoons and a passion/steadfast support for print in an increasingly digital media landscape.

I’ve since seen the company stretch its brand in many different directions – retail and coffee shops, clothing and fragrance partnerships – but always retaining the essence of quality and curation. It’s always had a very clear view on what it was about and always sought to (re)emphasise it with any new venture.

In the latest print edition of the magazine (focused on the media landscape) its editor, Tyler Brule, answered a few questions about it. But the one below really caught my eye. In a world dominated by stories and a belief that social is a must for all companies, Tyler offers a very interesting view about why Monocle chooses to not have a presence in social. I especially like the notion that “good brand are a little bit mysterious and shouldn’t reveal too much”. Always leave space for people to fill in the gaps.

It also reminds me of the (I think) Steve Jobs thought that “Strategy is as much about what you do, as about what you don’t do” (paraphrased as I can’t actually remember the proper quote).

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Big Vs Small Ideas

Big ideas take too much time to find and we don’t have the time to find ’em (not on current accountability time). Big ideas are equated to expensive ideas… Hence the word big. They’re meant to create a splash; secure buzz; enraptured the masses with pomp, grandeur and ceremony. Big ideas are similarly full of hot air, fluff, inflated with self importance, exaggeration and hyperbole

Interesting perspective over at Jaffe Juice

Inward looking marketing

There is a danger that professional marketing becomes esoteric and talks to itself, and is interested in certain aspects such as making commercials. if that happens, it’s not providing the customer insight to the rest of the business and influencing it.

Sir Ian Cheshire, interview with MarketingWeek