I got a note from a colleague that instructed me to change a key component of the advertising of the denomination for which I work. The note was unusual for many reasons, not the least of which was the naivete it revealed about communications strategies.
A group of treasurers had decided, the note said, that the "theme" of the campaign had outlived its usefulness. That this was an opinion based on personal perspectives escaped the treasurers who otherwise are people who demand facts and figures before making decisions.
In fact, the research shows the brand promise–which they refer to as a theme–has not only worked to establish an identity that is sticking in the perception of people who don’t know the church or are hostile to it, it is far from being obsolete. It’s only begun to be appropriated and understood.
As with any message in the volatile media landscape in which we exist, it must be adjusted, redefined and assessed continually. A brand is a living relationship. It’s dynamic.
Moreover, in the territory of the mind there is no deed that grants permanent recognition of an organization or a brand. It takes constant repetition and reinforcement to maintain awareness in a world in which the average person is confronted with more than 20,000 messages a day. When this brand was created, the awareness of the church did not register in unaided recall among the target population. Eight years later unaided recall is between 30 and 40%.
I can only imagine what would happen if I were the CEO of a major corporation that had seen a 40% increase in its favorable rating and actually took the advice of the accounting department when they said without basis in research, without knowledge of the marketing strategy, or future plans, "OK, that’s done, now let’s move on. Change it."
I’ve written ad nauseam in this blog about the inexperience of mainline denomination leaders in media. So I won’t go there again but to say that we are on a steep learning curve and it’s urgent that we catch up to the present as best we can while also trying to stay abreast of the current wave of technology as we look to the future. And that’s the challenge these oldline religious organizations face. It’s a challenge they may, or may not, be up to. Only time and experience will tell.
I’ll have more to say about this tomorrow.