Brilliance Versus Trust?

Conundrum or simple decision? You decide:
Bril·liance
ˈbrilyəns/
noun
noun: brilliance; noun: brilliancy
  1. intense brightness of light.
    “the nights were dark, lit only by the brilliance of Aegean stars”
    Synonyms: brightness, vividness, intensity

    • Vividness of color.
      Synonyms: brightness, vividness, intensity

    • Exceptional talent or intelligence.
      “he’s played the stock market with great brilliance”
      Synonyms: genius, intelligence, wisdom, sagacity, intellect

      Trust
      trəst/
      noun
      1. Firm belief in the reliability, truth, ability, or strength of someone or something.
        “Relations have to be built on trust”
        Synonyms: confidence, belief, faith, certainty, assurance, conviction, credencereliance
        “Good relationships are built on trust”
        Law: Confidence placed in a person by making that person the nominal owner of property to be held or used for the benefit of one or more others.verb: believe in the reliability, truth, ability, or strength of.
        “I should have trusted her”

Turn Me On

Grscreen-shot-2016-12-16-at-4-11-43-pmeat brands are about storytelling and brand voice success comes when you mitigate the turned-off reaction.

Too Late

images-8Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead…Ouch

Sticky Content

-1291% of mobile users say that access to content is very important. Doh

Keep Up

week-1-brand-voice-hallmarkFor brand voice to truly work, a journalistic approach is required, much like a daily newspaper needs fresh content.

Stand Up

speak-upTo stand out in today’s world, #brands need to be more malleable to cross audiences and still remain relevant.

Procter & Gamble Co. is striking back in the razor wars

screen-shot-2016-12-16-at-9-34-50-amCategory busters abound, P&G fires a salvo with a digital campaign taking aim at online rival Harry’s and Dollar Shave Club. Here’s what I shared with Sharon Terlep at The Wall Street Journal:

“Being less serious — and less ostentatious — is a smart move for Gillette, which turned consumers off with decades of marketing aimed at making men feel obligated to buy its razors. The category has been dominated by inadequacy marketing, with things like ‘The best a man can get,” Gillette’s tagline. The Dollar Shave Club and Harry’s come at it with something fun and innovative. The “Welcome Back” concept creates some curiosity, and that’s what it’s about. The question is: Is it too late?”