Articles by Dino
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3 simple strategies for 'everyone' in our industry to make a significant difference, for diversity and creativity's sake
3 simple strategies for 'everyone' in our industry to make a significant difference, for diversity and creativity's sake
By Dino Myers-Lamptey
Contributions
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Here's how you can create a unique brand identity using strategic thinking.
Validate whatever you create. Ensure you get to the stage of being able to articulate a tight and strategic brief that can then be used for designers and creators to develop visuals, slogans and campaigns from. Then with a number of options that are on strategy, test where you get to with your target audience before agreeing what to take to the world.
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Here's how you can create a unique brand identity using strategic thinking.
This should be the first step. For some founders the understanding of the target audience is instinctive, and probably only needs evaluating when they reach a certain scale, however for most where it’s not instinctive, you should start with a clear understanding of what your audience’s needs and motivations are and how they buy in the category (think category entry points), from there you can create a vision and mission that adds something missing or resolves an existing tension in the market. So start with audience.
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How can you use brand messaging to create a sense of affordability?
Stella Artois ‘reassuringly expensive’. Perhaps a brand line that answers this perfectly. Affordability is a function of desire and time. How much do you want something over other things, and how long am I prepared to wait or work to pay that thing off. The answer is not just about the brand itself but what it gives that the competition doesn’t. A brands communications is always there to justify and give reason to its premium. It is never a judgement in isolation. Oh Lord won’t you buy me a Mercedes Benz, my friends all drive Porsches, I must make amends. Worked hard all my lifetime, no help from my friends, so Lord won’t you buy me, a Mercedes Benz.
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Your team is struggling to build brand awareness. What are the best tools to help them succeed?
Everything that @matt davies has said already here, but to add. Brand Awareness is a function of how much you spend telling people about the brand too. So don't be fooled by thinking everything can just go viral. Ultimately, to register on Brand Awareness trackers takes a certain minimum and often pretty large amount of money spent in media, as a decent share of spend in the category.
Activity
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Today marks the end of day 25 in my new role as CMO at Merlin Entertainments. As you can see from the very many selfies here (sorry!), it has been…
Today marks the end of day 25 in my new role as CMO at Merlin Entertainments. As you can see from the very many selfies here (sorry!), it has been…
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Today I had the pleasure of hosting an event ‘Mid-Life Revolution’ in London, as part of a series of pieces of content and events that Southpaw and…
Today I had the pleasure of hosting an event ‘Mid-Life Revolution’ in London, as part of a series of pieces of content and events that Southpaw and…
Liked by Dino Myers-Lamptey
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It's Friday, the sun is shinning, and the amazing Brixton Finishing School Summer programme is about to launch. Only this time we are launching with…
It's Friday, the sun is shinning, and the amazing Brixton Finishing School Summer programme is about to launch. Only this time we are launching with…
Posted by Dino Myers-Lamptey
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Wow! We did it!🎉🙌🙏 Thrilled to announce ESPR won the Best HealthCare Campaign of the Year at The Pros Awards last night. Thank you so much…
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Every year, over 15,000 (yes, really) startups are founded across Europe, but only 8% will make it to a Series B round (according to Dealroom and…
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💥 hot brat summer activated: i've joined That Lot as executive creative director. 💥 feel like my superpower is walking in the opposite direction…
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What a day! Programmatic Live 2024 is now officially over and we’d like to thank everyone who joined us to talk about the biggest industry…
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Thanks for having me MiQ - always a treat to be part of Programmatic Live! And thanks to my co-panellists Oliver Deane Dino Myers-Lamptey Deborah…
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Finally out! I learned and experienced a lot during the review process. It was a collaborative project where many stakeholders contributed…
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After an awesome launch weekend, we thought it would be a great time to explain more about Paradise Arches, the collaboration between Oatly and…
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A week after my 15 minutes of fame at the Media Business Course in Eastbourne, I thought I'd share something that I wouldn't normally on this…
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Last night in Paris as Bastille Day broke the Arc de Triomphe was lit up with the national motto of France but with one word missing. Liberté…
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Paul Billingsley and I sometimes wonder whether someone at the Guardian has a listening device embedded in our phones, so in tune are their views…
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