“Coaching is all about having someone believe in you and encourage you, about getting valuable feedback, about seeing things from new perspectives and setting your sights on new horizons.”
“All coaching is taking a player where he can’t take himself.” – Bill McCartney
“A coach is someone who tells you what you don’t want to hear, who has you see what you don’t want to see, so you can be who you’ve always known you can be.” – Tom Landry
“Who exactly seeks out a coach? Winners” – Chicago Tribune
Pressure test your work!
Marketing is a science and art. The science rests upon proven principles, best practices and quality processes. The art comes from creativity steeped in varied experiences and daring to be different. Unfortunately, the press of the business drives marketers to abandon the science and ignore the art. A coach can help instill both. At the very least, a coach can assist you in conducting due diligence and pressure testing your work to help make your marketing matter more.
BDNI offers coaching services in pressure testing:
- Brand Positioning – Unfortunately, most positioning strategies are rather generic. This is the case regardless of the sector. BDNI will help ensure your Brand Positioning Strategy contains a Brand Idea and meaningfully differentiates your brand from competitive offerings to create brand loyalty.
- Creative Brief – While the creative brief may be the single most important document in driving creative development it is often poorly written – unfocused, conflicting and not linked to specific behavior objectives. The goal is a strategically appropriate, single-minded creative brief that will help lead to Leadership Communications, contributing to the achievement of “stretch” business objectives.
- Creative Development – Chances are your advertising communications suck. While clients blame agencies, they really get what they demand and deserve. It is not a generalization to say that clients are poorly schooled in assessing and coaching creative. And, as David Ogilvy said, “If your advertising doesn’t contain a big idea it will pass like a ship in the night.” In other words, it will be invisible. We can help you collaborate with your agency partners to identify and assess big campaign ideas, and coach the agency to make the work even more productive.
This is conducted via emails and conference calls. Additionally, BDNI provides written directions for making your work more productive. Timing begins within 48-hours of receiving client materials and continues through two adaptations.