TAG. WHO'S IT?

Confused about the sell by and use by labels on grocery foodstuffs?  As well as the “I’m all natural” claims?

Rest assured.  You’re not alone. 

According to a recent Consumer Reports survey, nearly 2/3rds of respondents believe, for instance, that ‘natural’ implies the item is a better food and that it contains no artificial ingredients, chemicals, pesticides, or GMOs.  It’s food that is simple, less processed, and genuine (whatever that means).

Wrong.

Why?

The US Food & Drug Administration hasn’t defined it yet.

Which, of course, got us to thinking:  What about the labels we in the marketing and communications biz blithely toss around, like logo and tag line and slogan and campaign and … ?  Do our key audiences (for example, the C-suite) really understand what we’re talking about – and are we all on the same page?  And do all our labels result in further confusing the folks we’re trying to reach – and persuade?

You get our drift.  Obviously, we apply labels to simplify a complex world.  The words and phrases we use to describe things and ideas, according to a 1930s’ linguist (and proven true for decades and decades after), actually determine what we see.  Think of it as a self-fulfilling prophecy. 

Twizzlers is a low-fat snack.  Natural cheese is simply that, without cellulose powder to keep it from sticking.

So is time to clear up our own noise – and, perhaps, set a great example for the manufacturers of this world?

SAY WHAT?

Straight from our advertising brethren: 

“The biggest barrier to engagement (according to a recent Association of National Advertisers’ survey) is the start-up’s inability to accurately describe its offering meaningfully, relevantly.”

The study goes on to say that even more than the 1/3+ of marketers who now work with marketing technology newcos – in social media, analytics, content development et al. – would do so … if they could figure out what the start-up did.

Shades of messaging 101.

Too many businesses, from our perspective, think that a tagline, a slogan, an elevator pitch, and a brand will tell a slew of audiences what it is and what it does.  Fallacies lurk in those assumptions.  Just ask yourself these questions :

  • Is the ‘about us’ pitch broad enough, suitable enough to cover most (if not all) of the company’s products and services?
  • Are spokespeople comfortable in delivering their sound bytes?
  • How do managers and leaders tailor it for their needs – and does it still resonate with all stakeholders?
  • Finally, do leaders agree?

One of the hidden benefits of developing the right messages is driving home consensus.  In other words, executives not only agree with the best way to describe the company but they also connect with it, bond with it, and get downright comfortable in talking about it. 

Yes, it takes a while.  It’s messy.  And noisy.  But afterwards, no one will ever ask you what your company does for a living.