Just when you though you'd seen it all. I was watching a golf tournament (I know, I know) and saw an ad for Konica Minolta. Their new tag line (and I promise I'm not making this up) is "Nobody Cares What We Do". (If you want to see the commercial, you can find it here: Konica Minolta Campaign) . Right. Customers don't care what you do. That's a strategy.
I'm sure the advertising geniuses in the crowd will say that it works because it's "catchy", that it "gets your attention" — that "you must have liked it because you're blogging about it!". Sorry to disappoint you, but even with the parenthesis (because we do it right), the ad (and message) is bad. Horrible. Desperate. Ignoring the fact that the creative execution is beyond cheesy, and that a brand known for selling printing and copying machines is now offering "cloud solutions" (no jumping on the band wagon here), the desire to "get attention" backfires.
Messaging matters. Foundational to good messaging is knowing who you are, who your target audiences are, and why what you do matters to them. It's never OK to say to a customer "you don't care what I do, as long as I do it well". Repeat after me. It's never OK.
Don't get caught up in the hype of adverting dreamers who believe that it doesn't matter what you say, as long as people pay attention. That may work for a very short period of time. But, great companies, great brands, that stand the test of time focus on crisp, clear, value driven messaging. Messaging that tells a story and compels people to engage with your brand. Because your brand matters.
Steve is a husband, father, and business exec. He loves anything outdoors, anything that is a hard challenge, and enjoys working with anyone who wants to continually improve. And golf. He loves golf. Steve is the founder and CEO of Executive Advisory Partners.