Much time and money goes into creating your marketing strategies: the right mix of channels, evergreen vs seasonal content, the right message to the right audience group, complementing online with offline.
There are many factors to consider, especially as new and emerging channels and technologies are emerging at faster and faster rates.
And when you’ve finally signed off the content plan for your drug that spans the whole year – conference season, Webinars, Sales Aids, LinkedIn banners – it’s a lot to produce.
You need different teams, different agencies, different suppliers; it takes many hands.
But you do it. You meet deadlines, the content begins to emerge into the world.
The trouble is, marketing teams can get so concerned with the very logistics of creating and posting, printing and launching, that they can lose sight of whether or not the content is cohesive, creative, and conceptually strong across the board.
We often see brands promoting content that simply doesn’t fit together very well.
It’s lacking a Red Thread.
The Red Thread is the foundational belief, idea, or insight that underpins everything you do.
It connects all of your assets, weaving through them like a thread through a garment. It aligns all of your different goals and messaging, and empowers smarter communications that exist in one ecosystem.
Your audiences will be able to recognise that same element in everything you create, and they don’t even need to be able to pinpoint what that Red Thread is to sense that it’s there, uniting everything.
Persil’s ‘dirt is good’ is a great example. It’s a fundamental belief that the brand holds in mind regardless of what advert, what communication, or what product they’re creating. It builds brand consistency, which in turn helps to garner recall and trust in their audiences.
It’s also a really great example of a Red Thread because of its versatility. It resonates with parents, pet owners, outdoor adventurers, foodies who spill ragu on their shirts. On top of this, it reframes dirty clothes and doing laundry as the sign of a life well lived. It’s not trend-led so it has staying power.
For Persil, nothing is launched unless they can look at it and see ‘Dirt is Good’ running through it, some way or somehow.
Where’s yours?
Quite honestly, without a Red Thread you’re wasting valuable marketing budget and potentially producing content that will fall flat.
We feel so passionately about this at Create Health that our own brand is built around the idea of helping brands find, develop, and execute their Red Thread.
If you don’t have a Red Thread for your brand – talk to us. There’s no time to waste.
