I was reading this rather hilarious (unintentionally so?) New York Times article about how the US Military is struggling with the use of Microsoft’s PowerPoint programme (“We Have Met the Enemy and He Is PowerPoint“) when I suddenly thought: The way some people use PowerPoint is exactly the way how some people do Marketing & Branding! My short take on it: STOP IT!
I’m sure you know what I’m talking about… you’ve seen the endless walls of text, countless bullet points, gaudy clip art and tacky special effects (whether slide transitions or sound effects). In the end, your key message(s) get lost… and all you have is an irritating presentation where people are more annoyed by your bells and whistles than impacted by what you had to share.
(Folks, it’s a presentation – you’re supposed to be communicating an insight, a life-changing truth, or just plain information – not plastering all your notes onto a slide then reading off it)
It’s kinda the same way how people do branding and marketing, don’t you think?
They fill up their communications (whether a TVC, press ad, online banner, brochure or social media site) with EVERYTHING. You’ve seen the walls of text, countless bullet points, gaudy clip art and tacky special effects (in this case, it’s usually production finishing effects). In the end, your key message(s) get lost… and all you have is an irritating piece of communication or a brand where people are more annoyed by the peripherals than impacted by the core message, product or brand.
Don’t be afraid to focus, focus, focus! That, to me, is the key to building influence and impact into your brand or marketing effort.