positioning

Attention to Detail Part 3: Return off the Jedi

We've focused a lot lately on content strategy and the importance of not only developing great content, but applying it over a variety of media in the most efficient and results-driven manner. For example, if you take the time and spend the resources to create great brand messaging (an elevator pitch, brand positioning statement, brand personality attributes), you should utilize that content and voice through all of your marketing materials, including collateral and you're website.

If you develop a new marketing campaign, it should not only be utilized throughout your advertising materials, but also distributed through your social media feeds and internal advertisements on your own website.
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Brand the Voice to Position the Brand

Paraphrasing T-Pain, recently, I was on a boat...a very large boat. Said boat is part of a very prominent cruise line fleet, which I will respectfully not name. Let's just say it was like a wafting circus or a sea-worthy amusement park of sorts. It was just the nice, relaxing vacation I needed – sans the sunburn and numerous food-induced comas.

Every night at dinner, our loquacious Maitre d, MA-RI-O! would greet us with an outstanding hello. He is a true advocate for his ship's brand and a genuinely fun guy. He'd follow his belting salutation with a chuckle-worthy anecdote about the day and end with a rundown of events for the rest of the evening. As we were at the late dinner, the remaining activities were generally somewhat adult in nature, ranging from R-rated comedians to late-night dance parties to singles meet and greets, causing MA-RI-O! to sign off his monologue every evening with...ready? Hold on to your hats:

"And don't forget –

what happens on the ship...

(everybody now in unison)

...stays on the ship!"

I swear I've heard that somewhere before.
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