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Echogy Explained

Echo. Strategy. Echogy.

I often have clients ask me what’s more important; strategy, branding or marketing? Typically, my response is none of it, individually, and all of it, collectively. However, it’s not enough to say “we have a great strategy to market our brand”. It’s a constantly evolving process using multiple instruments and built on repetition. It takes work, and a lot of it.

If I am to ask, what’s the most important concept of this phrase  — “||: Strategy, Branding, Marketing :||”, what would you say? I say it’s not strategy. It’s not branding. It’s not marketing. It’s this, “:||”! And, it’s not an emoticon; it’s the musical notation for “repeat.” When used singularly, :||, a musician knows to repeat the entire musical phrase that preceeds the notation; when used at the beginning and end of a musical phrase, ||:  …  :||, a musician knows to repeat the phrase contained within the notations. If a repeat is missed or misunderstood by any musician in a group, it leads to chaos and dissonance. Neither is good in music (please don’t get me going on 20th century atonal composers) nor in building an engaging brand.

The repetition concept is critical in branding. I call it, echogy, for short. It focuses on developing a creative yet relevant strategy with powerful messaging that resonates with a target audience, and it is used repeatedly across multiple platforms and tacticts to increase recognition of the offering. Of course, the goal is to drive brand preference.

I don’t want to mislead anyone in thinking that strategy, branding and marketing aren’t important. They ARE. They all must work in concert. However, it’s the concept of repetition that cannot be ignored as playing a central role in the execution of strategy, branding and marketing activities. (Ever heard of a retweet?) More importantly, it’s letting everyone in your organization know exactly what message is being repeated and why.

When everyone is singing the same tune across the organization, the customer is hearing messaging consistency, regardless of the point of interaction. This is unison (or harmony, depending on how far you want to take the analogy). When employees act consistently, repeatedly, the customer is experiencing the brand in a way that encourages them to echo your messaging. What’s your echo strategy? What’s your echogy?

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