Question

Topic: Branding

How Do I Sell A Branding Idea?

Posted by Anonymous on 8/9/2011 at 8:30 AM ET 125 Points
I am developing an idea that lends itself well to what I understand as branding for rum and related areas. Ads for alcohol is selling a fantasy and that's what this is. Just as drinking Captain Morgan allows you to become Captain Morgan, or the Most Interesting Man in the World by drinking Dos Equis, drinking whoever buys this allows them to become a Legedary Rum Brother. It revolves around two guys who are currently successful, sophisticated, middle aged that have a mythically adventurous past centered in the South Pacific. The stories are told as flash-backs to their legendary past and all involve rum. It was conceived with a particular rum producer in mind located in Hawaii that is now gone but is easily modified to fit any South Pacific market targeted rum. The spin offs /merch are the usual shirts, hats, etc. plus a book of the legends. Each legend ends with a recipe for making a rum cocktail from that story.
How do I sell this idea? Do I use an agent or simply target a distiller and approach them? Am I kidding myself about actually being able to make this happen?
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RESPONSES

  • Posted on 8/9/2011 at 9:29 AM Accepted
    You are probably kidding yourself "about actually being able to make this happen." There is no marketplace for creative branding ideas, no matter how clever they are.

    The reason for this is that most [good] marketers start with a strategy and have creative teams come up with ways to execute the strategy and/or communicate the message. You have started at the tail-end of the process and you are now wanting to retro-fit your solution into a problem that may or may not be the one the marketer thinks he/she has.

    Nothing is impossible, and there's nothing wrong with trying to sell your idea to a small rum marketer in the South Pacific. But don't get so wrapped up in the idea that you actually expect a big payoff.
  • Posted on 8/9/2011 at 10:44 AM Author
    Thanks to all ! The realist in me knew that would be the response, but the question was worth asking, right? I am not the fantastic salesperson in the one response above and can see now where I am coming at this "bass akwards".
    I still have a strong feeling that the concept has some commercial value so I'll have to put my tiller hard over in a different direction. Going to a smaller distiller could be a possibility but seems like it would be more of a ego thing than any real financial opportunity. I'm not that guy either. I have in the past sold designs to places like "Crazy Shirts" in Hawaii and may settle for a possible line in their catalog. I appreciate the quick responses here. Thanks again.
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