Brands Don’t Think What You Think They Think

Presenter: Andrew Palmer, The Barbarian Group

If you want a brand to buy your big idea, here are some things to keep in mind.  Brands want to get in on the next big thing, but…

1. Good Brands Trust Good Brands – They want to deal with professionals who know what they’re doing.  They need to have confidence in you and your brand, so set yourself up to succeed by promoting your brand as well as your idea.

2. Safety in Numbers – If someone else is doing it or involved, brands feel more comfortable.  Take the opportunity to get multiple brands involved in the same idea – utilize partnerships that make sense.

3. Give them Something Unique – Everyone wants something they can say they were first or best at.  The value proposition needs to show how they’ll be able to do that.

4. Know Who to Talk To – Do your homework and know who makes the decisions.  Don’t take a “no” from someone who can’t tell you “yes.”  And although someone can say “yes,” make sure you know all of the players involved so the “yes” doesn’t end up backfiring.

5. Know their Audience – There’s a difference between customers and consumers.  For example, a CPG company’s customer is actually Walmart, but the consumer is the one who buys the product.  Make sure you’re ideas cater as best as possible to both audiences.