Marketing Lessons From An Ex-Marine

When Marines get rifle lessons, they learn the acronym BRASS: Breathe, Relax, Aim, Squeeze, Shoot. Casey Jones, who has been both a Marine and VP-global marketing at Dell, discusses how those military lesson make sense when it comes to marketing. No surprise: he thinks marketers do a lot of shooting without aiming. Jones offers a lot of good advice, including this:

Breathe: Set aside time every week to focus on what your brand is communicating. Relax: Remember that the brand will not fail if you pause for a moment to focus. It may fail, however, if you continue to waste marketing shots that are off-target.

He also recommends that all messaging briefs contain these four elements:

  1. A clear definition of the target audience
  2. A clear statement of the audience’s current mental and emotional perceptions of your brand.
  3. A short statement of the “desired” perceptual state — one that is reasonable given your budget.
  4. A clear list of the minimum points you must communicate in order to achieve your goal.

The bottom line: Don’t forget to breathe, relax, and aim.

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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