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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I'm pregnant, due in September. Here's a slice of the whirlwind when trying to grow a company and a human, at the same time…
I'm pregnant, due in September. Here's a slice of the whirlwind when trying to grow a company and a human, at the same time…
Liked by Dino Myers-Lamptey
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Why don’t they just cancel The Notting Hill carnival? It’s far too violent! One of my favourite weekends of the year is here! Over 2 million people…
Why don’t they just cancel The Notting Hill carnival? It’s far too violent! One of my favourite weekends of the year is here! Over 2 million people…
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“Wanting it but not needing it”. Love that.
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Advertising: Who Cares? Brian Jacobs and Nick Manning are building a community of ad professionals committed to fixing the following industry…
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Interesting thoughts here on Musk's approach to journalism, putting into words what I've been trying to express since hearing Musk speak at Cannes…
Interesting thoughts here on Musk's approach to journalism, putting into words what I've been trying to express since hearing Musk speak at Cannes…
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One thing is for sure; it didn’t look better through my phone! We should all probably stop viewing life through the black mirror!…
One thing is for sure; it didn’t look better through my phone! We should all probably stop viewing life through the black mirror!…
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A SHOUT-OUT TO FOUNDING CLIENTS It’s easy to go with the safe option. If you’re a client and you’re picking a new agency for your brand or project,…
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So it’s A-Levels results day again…. It’s a reminder of how draining that season was for me. I wanted to take a gap year to explore my options but…
So it’s A-Levels results day again…. It’s a reminder of how draining that season was for me. I wanted to take a gap year to explore my options but…
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Back judging work that works. The dream gig. Guaranteed debate, tussle and awe in equal measure. Go You brilliant team at Effie UK and all the final…
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Delighted to be asked to be a judge in this years Media category, Drum Awards #thedrumawards Can't wait to be inspired by some of the great strategy…
Delighted to be asked to be a judge in this years Media category, Drum Awards #thedrumawards Can't wait to be inspired by some of the great strategy…
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At the age of 48 I thought I had it all together. So did others. I had mentored and coached a lot of people on how to be better leaders but one day…
At the age of 48 I thought I had it all together. So did others. I had mentored and coached a lot of people on how to be better leaders but one day…
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More brands are seeking to ensure their advertising reflects their more diverse markets 👏🏾 But for many, they still widely miss the mark…
More brands are seeking to ensure their advertising reflects their more diverse markets 👏🏾 But for many, they still widely miss the mark…
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WARC asked if I would have a bit of a chat, alongside the brilliantly incisive Harriet Kingaby about how advertisers should think about their impact…
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A Level results day always wakes a deeply buried anxiety that feels almost as strong 28 years later as it did the day that I stood in front of the…
A Level results day always wakes a deeply buried anxiety that feels almost as strong 28 years later as it did the day that I stood in front of the…
Liked by Dino Myers-Lamptey
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Morning all, if your summer wallet has any cheeky 5'ers or 50's left in it, i'd be over the moon if you could support Team BA @ MG OMD who are…
Morning all, if your summer wallet has any cheeky 5'ers or 50's left in it, i'd be over the moon if you could support Team BA @ MG OMD who are…
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