hat on earth has this to do with soap powders? It was a little tangential way to show how received truths come around. In my rather hazy memory, it was Daz that came up with ‘bluey white’ as a point of differentiation. Suddenly, every washinSoap powders. When it comes to branding, it turns out you can learn a lot from them. No you can, really. At least, in terms of learning how organisations turn to very similar catch-alls when forming their marketing messages to you.

How often do you hear people tell you that brand is the most important thing. It’s what the big boys do – and they can’t be wrong. Yes, what did we marketing people ever do before we wrapped our services around the brand?

Well, I kind of remember talking about how to hone your message for your audience. I remember talking about what vehicles you should be using to deliver your message.

Don’t get me wrong. Never underestimate branding. A powerful and consistent brand will help differentiate you and enhance your organisational health. It’s just not the be all and end all. Not all the business and marketing issues you face can be effectively addressed with reference to the brand. Nor should they!

So, what on earth has this to do with soap powders? It was a little tangential way to show how received truths come around. In my rather hazy memory, it was Daz that came up with ‘bluey white’ as a point of differentiation. Suddenly, every washin

often do you hear people tell you that brand is the most important thing. It’s what the big boys do – and they can’t be wrong. Yes, what did we marketing people ever do before we wrapped our services around the brand?

Well, I kind of remember talking about how to hone your message for your audience. I remember talking about what vehicles you should be using to deliver your message.

Don’t get me wrong. Never underestimate branding. A powerful and consistent brand will help differentiate you and enhance your organisational health. It’s just not the be all and end all. Not all the business and marketing issues you face can be effectively addressed with reference to the brand. Nor should they!

So, what on earth has this to do with soap powders? It was a little tangential way to show how received truths come around. In my rather hazy memory, it was Daz that came up with ‘bluey white’ as a point of differentiation. Suddenly, every washin

remember talking about how to hone your message for your audience. I remember talking about what vehicles you should be using to deliver your message.

Don’t get me wrong. Never underestimate branding. A powerful and consistent brand will help differentiate you and enhance your organisational health. It’s just not the be all and end all. Not all the business and marketing issues you face can be effectively addressed with reference to the brand. Nor should they!

So, what on earth has this to do with soap powders? It was a little tangential way to show how received truths come around. In my rather hazy memory, it was Daz that came up with ‘bluey white’ as a point of differentiation. Suddenly, every washin

ll help differentiate you and enhance your organisational health. It’s just not the be all and end all. Not all the business and marketing issues you face can be effectively addressed with reference to the brand. Nor should they!

So, what on earth has this to do with soap powders? It was a little tangential way to show how received truths come around. In my rather hazy memory, it was Daz that came up with ‘bluey white’ as a point of differentiation. Suddenly, every washin

hat on earth has this to do with soap powders? It was a little tangential way to show how received truths come around. In my rather hazy memory, it was Daz that came up with ‘bluey white’ as a point of differentiation. Suddenly, every washing powder was bluey white. The same is true about branding.

Next week, next month or next year, Daz or Ariel or a supermarket own brand will invent a new USP and all the rest will fall in line. Next week, next month or next year, WPP or another of the big networks will discover the next elixir of marketing and soon everyone will be selling it.

At The Garret, we were brought up on the marketing mix. The mix of activities and strategies that will give you the most effective marketing outcomes. And, I don’t think anything has changed since. You have to look at the entirety of your business operations and decide where to invest your time, energy and money for the best results.

That could very well be building your brand. Just remember, it might not.