• by Kate Newlin , July 3, 2009

It is tempting to start slicing and dicing the spend now, even if we don't know how to precisely define waste in the marketing plan. Perhaps some rules of engagement are in order.

1. Invest in understanding and insights

Passion brands refuse to paint themselves into corners, i.e. "women 18 - 34," "adults 35+." Mine the mindset, and the unearthing of unmet needs follows closely. Without insight, and the differentiation that comes from it, the resulting marketing noise is meaningless. Invest the time and money to understand what your competitors haven't -- yet.

There are scores of techniques to uncover unmet needs -- rational and emotional. Ferret them out. In this economy, there's no place for "me-too" products. Genuine breakthroughs take better consumer intelligence so spend beyond your comfort zone. As in politics as in marketing: Early money works like yeast.

2. Demand a breathtaking leap in design

Design is inextricable from the "gotta have it" impulse. The look and feel of things need not be reserved for technology. Surely, Apple could do wonders with a coffee cup or toothpaste tube. WWAD? (What would Apple do?) is the question to ask.

Too often packaging is viewed as a cost, not a point of value creation. The question is, typically, "How do we carve costs out of the system?" Turn this on its head. During consumer insight exploratories, listen for what frustrates users. They won't solve it for you, but they will vent about the cap that drips, the freshness seal that doesn't; the 90-calorie serving that impossible to compute. Solve for that, cleverly, wittily. Capture the consumer's imagination.

3. Keep the folks who irritate

Who are your passionistas? Reduced headcount may be required, but be careful which heads you keep. Passion brands have folks we might call "head cases" working on them: awakening in the middle of the night to fiddle with an idea; sending email at 4 a.m.; constantly doing store checks; tirelessly educating clerks. For them, it's a calling. They are genuinely engaged in the fate of the product (think Napa and Sonoma Valley wines). They may be insufferable at the Christmas party, but there's no party without them.

4. Invest in the consumer's investment in your brand

In this is the era of post-modern marketing, consumers understand your marketing goals. So engage them.

Consider how Google gets smarter every time a consumer uses Google. We can't all have an algorithm, but seek to make the consumer a co-conspirator in the success of your product. We need to engage them beyond the flat-footed efforts of asking them to create our advertising.

Create products and marketing that sparks engagement and enjoyment. GEICO is a fabulous example of how a boring company with a dreadful name -- Government Employees Insurance Company -- came to life through tremendous marketing. With three or four different ad campaigns running simultaneously, GEICO tells its story and trusts we "get it."

5. Don't rely on R&D alone -- don't send lawyer letters to consumers who offer ways to better your brand.

This notion of co-creation is potent. Watching how consumers use products -- and corrupt them to their advantage -- is wonderfully instructive. IKEA fans put their individual mark on every aspect of those off-the-shelf items, including the box packaging. Fashion brands, too, have learned to lead by following consumer's design alterations. We can all learn by watching the consumer "in the wild."

6. Tell your backstory when it matters most.

It's not the first thing you tell new consumers about your brand, but sooner or later they'll want to know. Where did you come from? What's your ancestry? I'm convinced that it's not the card but the after-meeting drink that helps us know the client. But we don't get to the drink without the calling card. So focus on the proposition. Then, once there's a burgeoning relationship, spend some time and money letting them get to know you. If there isn't an interesting pedigree in your background, have some fun. Make wit your calling card.

7. Use messages; the accounts can't figure ROI.

PR, web, buzz, social networking. Say yes to all. A little effort here can reap disproportionate rewards. And, it will put your feet to the flame since these tactics only work when you do something interesting, vital, alive, engaged, even risky. That's table stakes in this economy. When better to go for it?

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