With new marketing on the rise we find blogs from companies we?ve never heard of talking about Brand Identity Guru. Because we?ve been a mainstay in the branding arena for 20 years we?ve become the source for all these young whipper snappers to, for lack of a better word attack.??
There is one such company in famous Franklin Tennessee called Ivey McCoig Branding and Advertising who has come at BIG twice. ?Check out our first response to this fledgling company: Ivey McCoig Bad Branding and Blogging.??
I was responding to another companies blog post on what I thought would benefit a company called USAA. I didn?t see a tagline so I suggested that a well thought out, strategic positioning line that delivered a benefit would help.
This is Ivey McCoig?s response:
?As a brand professional for more than 20 years?? Ugh. I love how you remind us of that with almost every post. It?s like you are begging us to believe. Don?t beg. As a branding professional, you should know that it?s not very becoming. Just be.Perhaps USAA doesn?t boast with taglines and mantra statements and ?brand discovery paragraphs? because they don?t need them. Their audience already believes.
1. I?m proud to be in business for 20 years and our experience shows.
2. Can you imagine that he actually believes that a company doesn?t need a tagline (actually he calls it boasting, which a tagline is not)? Tell me, what?s the downfall of Nike?s ?Just do it? or try some of these on for size:
You deserve a break today.
Be all that you can be.
Where’s the beef?
It takes a tough man to make a tender chicken.
Melts in your mouth, not in your hand.
It’s not just a job? It’s an adventure.?
I bet you know who all of these taglines belong to right? They work.
Would you want to hire a firm like Ivey McCoig who actual take the stance ?if it ain?t broken, don?t fix it? approach?
Next they go on to say:
I have family in Boston and Braintree and Stoneham? and even a few folks just over the border in New Hampshire. None of them have heard of you or your ?branding firm.? Not a single one. I?ve checked (And this includes the second cousin who has proudly, but not beggingly been a marketing professional for more than 20 years). I?m not being negative. I think it?s awesome that you are successful. I think I can speak for many when I say that we are ultra-impressed with your longevity in the biz.
I guess you can read into the sarcasm there huh?
But USAA is great, because they are great. Just ask the people they serve. They don?t have to capture all the reasons they are great in a sentence that follows their logo or appears over and over on collateral materials, websites and direct mail. They have customers and clients and REAL LIFE HUMAN BEINGS already telling their story for them. They might not have told you yet, but what do you care?If you?re good, just be good. If you?re cool, don?t tell me how cool you are? just be cool. If you?re brilliant, don?t try to make me feel less-smart by reminding me of your SAT scores every time you pass by. JUST BE, and sooner or later we?ll believe.
Listen, if you believe word of mouth marketing will carry a company then why do any marketing at all? As you say, ?just be?. Why does Ivey McCoig even have a website if this is how they feel? If they ?just be? it should happen automatically right?
Er, no. Sorry it doesn?t. You need to be great and you need to COMMUNICATE with your customers and prospects.
Gosh, they?ll just let anyone start up an advertising, design and branding collabrotive dedicated to the creative application of research and imagination.
Wait, doesn?t that sound like a long winded tagline? Maybe it?s one of those ?mantra statements? they hate so much huh?This coming from the agency that copied the Marvin the Martian logo.
Ivy McCoig Logo:
?Marvin The Martian:????