What Is It That You Do?

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-883572.mp3

02-03-2010: What Is It That You Do? By John Malmo.

Memphis, TN – It's good for your business if people know what business you're in. Know what your company does. Obvious as that may seem, many brand names give no clue as to what they do. Without jillions in advertising, who'd know what you're supposed to do with an Aflac?

I'm fascinated at the recent metamorphosis of local retailer Fred's. Changed their logo, colors, and exteriors. I don't know if that is dumb or smart. What bothers me is that there is still no way to know what is Fred's business. The sign only says "Fred's." Show store? Deli? Barbershop?

Then I read that Fred's calls its newest store "Fred's Smallmart." I don't know if Smallmart is on the sign or not. But I do know that "Fred's Smallmart" is too much. And Fred's is yesterday. Whereas, Smallmart is absolute genius. A brilliant identity for Fred's retail concept.

Fred's ought to get Smallmart up next to all the Fred's signs right away, if not sooner. Then, next year, lose the "Fred's." Smallmart is an absolute killer identity for Fred's sound retail concept. Smallmart needs not to be a description of Fred's brand; it needs to BE the brand. You not only know what is a Smallmart; you know, too, why to go there. Brilliant.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com.