\u201cIntellectual positioning\u201d is an important component in creative\/marketing strategy. It\u2019s important to understand where you are positioned on the intellectual scale.<\/p>\n
Lowest common denominator obviously works commercially and media is being choked by it, as if it\u2019s the only way, but the new opportunity is in a different less travelled position.<\/p>\n
The \u201cintellectual scale\u201d is a method of content positioning.\u00a0 For example, in TV terms, reality programming is a 2 and CSPAN is a 10. In radio, a vanilla pop station might be a 2 and NPR a 10.\u00a0 Musically, Psy was a 2, and Miles Davis was a 9.<\/p>\n
All are fine, but you can choose to pick another opportunistic position along the span of that scale and dominate it.<\/p>\n
I see a big opportunity around a 7-8.\u00a0 Intelligent but not elite.\u00a0 Mass appeal but not dumb. Mass Appeal Intelligence.<\/p>\n
Regardless of the scale number, this position is always:<\/p>\n
\u2013 Intoxicatingly cool.\u00a0 Timeless rock n roll cool, but that spirit can be about information, visuals, audio and attitude more than just songs and stories.\u00a0 A complete focus on the intellectual qualities that define you.\u00a0 Eye-Ear-Brain. 360-degree application to where you reside on the scale.<\/p>\n
\u2014 Devoid of TV, radio, news, old media cliches, uptightness, stiffness, self-importance, PC fear and dated media thinking and POV. A pure uncluttered attack on the intellectual scale position you target to.<\/p>\n
\u2013 Able to transmit that in sync vibe to everything the brand touches.\u00a0 Many artists do this exceedingly well.<\/p>\n
\u2013 Walking the walk of the streets not the conference room. Living it, not faking it. (Not easy), if you pick 8 on the scale LIVE IT.<\/p>\n
\u2013 Creating blueprints to enhance rather than restrict your level of mass appeal intelligence.\u00a0 Not allowing intellectual compromise.<\/p>\n
\u2013 Honesty.\u00a0 I recall some newspapers that wanted to be the New York Times.\u00a0 They weren\u2019t and never will be. They would be better suited to be an excellent 6. Be honest about the availability of people in the target you choose and the internal mind set and resources to make it happen.\u00a0 In this newspapers case, they were in a beer and basketball kind of town and targeting high on the scale would target an audience that hardly existed<\/p>\n
The point is that the \u201cmass appeal intellect\u201d in everything you do is not only a differentiator, but a driver of success.<\/p>\n
Few content companies think like this, though many low-on-the-scale properties do an exceptional job of satisfying their target.<\/p>\n
You can define your intellectual characteristics in the look, sound and smell. You can ooze cool because you hire cool, train cool and live cool. A clearly positioned cool that is on point with your intellectual target\u2014 not everyone will \u201cget\u201d \u2014-but there are enough who will to make things extraordinarily successful as long as you have the guts to identify where you are\u2026and execute.<\/p>\n
So, we know demographic and psychographic targeting\u2014- now it\u2019s time to consider targeting by intellect.<\/p>\n
<\/p>\n