The world is aware that Code Crunchers, Techie Heads, and Java Jockeys share an uber-geeky way of communicating, which is as endearing as it is prime fodder for mockery.

But few people understand the depths of Geekdom into which Content Lovers, Brand Bohemians, and MarCom Mavens submerge themselves.

In a quickie email exchange initiated by Gretchen de Castellane (the Content Dev Goddess over at Mattel Brands Online, a friend, former coworker, and one of the most talented and wonderful people alive on the Earth today), Gretchen critiqued a “Welcome” message from Converse.com. Content Specialist Gary Barnum, replied with this evaluation…and made up a great term while he was at it, too:

I like it. Casual tone… to the point… Nice use of humor for standard messaging (in which I firmly believe).

I think I’d want more “brandstand” to the message though. As a first contact, this wouldn’t leave a big impression on me, and it wouldn’t excite me to get back to the site… They say they’ll get back to me soon, and maybe that’s where they’ll punch it up, but why send me TWO e-mails if they don’t want to pester me? I’d prefer a confirmation screen when I register, and then just one “Welcome” e-mail.

Brandstand - marketing speak. verb: To “grandstand” for a specific brand, hyping selling points or other positive features in order to excite consumers. noun: The element or elements of an advertising message wherein brandstanding occurs.

(I just made this term up, but it seems like one we can use…)

Thanks, Gar. I share your thoughts on the matter. Every “first touch” effort should be full of energy, brand-focused banter, and radical authenticity. Too many companies — from the small biz outfit to the billion-dollar MegaCorp — overlook the “little things,” like their signup autoresponders, thank-you page messaging, and “subscribe” confirmations. Tsk-tsk.

It’s a competitive inbox out there. Take the time to say what you mean and mean what you say, before your opt-ins become opt-outs.

Besides, it’s in the nooks and crannies of “the little things” where the magic of “A-Ha-ing Yourself” really comes to play.

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Posted in All About Content, Brand Funk |

This entry was posted on Tuesday, June 26th, 2007 at 11:08 am and is filed under All About Content, Brand Funk. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.