Posted By
Steve Heikkila on 07/02/2010
Ed: This post is part of White Horse’s occasional series of slogs (speed blogs). Slogging—a concept we created here at White Horse—riffs on improv comedy concepts to create interactive writing activities. These short games bore fruit with tons of great ideas. More slogging details are here.
In this exercise, one author started the post, and then in a game of round robin, the post was passed from one writer to the next, with the intention to create a semi-coherent piece. You be the judge.
No digital strategy worth its salt ever began on a foundation of cheese, or for that matter fluff, or chocolate nougat, or sprinkles (you know, those colorful things kids put on ice cream). Heck, you wouldn’t even make a s’more that way. Don’t get me wrong. I have a soft spot for the fluff as much as the next person. The point, I think, is that these are dessert toppings, and a topping is, well, a topping, not a foundation. What we need is something more substantial. A crust if you will. A base. A sauce. And in digital parlance, that means something meaty. More like a steak. But not a flank steak, because that is really an awfully cheap cut of meat.
You want a filet mignon that is prepared by one of those Top Chef candidates. They are at the top of their game, but they are still young enough to compete in an intense environment. You don’t see old white guy chefs competing on Top Chef. It’s the sous-chef that has been sort of overlooked, but who makes the sauce that makes you tingle with delight.
That’s where White Horse comes in. We’ll throw out some crazy ideas, but you’ll tell us what you like and don’t like for the online brand image you would like to create. We need your input to make the digital strategy’s meat and potatoes. Tell us what kind of digital work you need, and we will make a seven-course meal of digital strategy with toppings only where you want them. And unlike a meal at some restaurants, we will make you a whole new main course if you don’t like what we have brought out to begin with.
After a blog post like this, let’s get together over dinner to discuss. Contact us or comment below.
Tags: online brand development
Comments (0)
