Are You Communicating Clearly?
According to Merriam-Webster, eclectic may be defined as, “composed of elements drawn from various sources.” Better Homes and Gardens describe eclectic as, “the perfect blend of new and old elements in a design that is distinctly your own.” Roget suggests describes eclectic as all-embracing, assorted, broad, diverse, liberal, and mixed, just to name a few. The thesaurus goes on to state, “eclectic means selecting what seems best of various styles, methods, or ideas while esoteric means intended for and understandable by only a small knowledgeable group.”
Small knowledgeable group? Really?
Interior design, architecture, and even music may be described as eclectic, but what about a brand—your brand? What about the many ways you communicate your product or service to the consumer, the shopper or your coveted target market? Could your marketing plan be described as eclectic? Is it perfect blend of new and old elements, or is it just a mess? Are you communicating to a small, knowledgeable group with mixed esoteric messages?
Regardless of approach—direct marketing, permission marketing, or marketing with meaning—consistent brand communication is key. Does your marketing mix include too many consumer and shopper touchpoints? Do you rely too heavily on traditional media? Is social media still a mystery? Does you package clearly communicate at shelf?
Does the example of “Spray ‘N Wash is now Resolve. Tough on Stains, Safe on Clothes. Resolve Bright & White, Formerly Spray ‘N Wash” really communicate anything? Granted the example is a transitionary package, but come on. I hate to think what the other touchpoints look like, since Reckitt Benckiser doesn’t look to have given much thought to this package. I’m not even going to mention the “Bud Light & Clamato with Salt and Lime Chelada” can.
Shabby can be chic, eclectic may make for a nice home decor, but brands should communicate clearly—no matter the medium.