June 30, 2015
As a start-up company that believes in many of the same principles upheld by Marcus Lemonis, star of “The Profit” on CNBC, our office loves to analyze his actions and see how they translate to success. We take our marketing agency work very seriously, and know that revenue is impacted by many things outside of marketing, and many times we’re tasked with saving failing businesses.
Which brings us to last night's episode, one we’re not too thrilled about. Initially, we thought it would be exciting to see Marcus interact with the “creative” world, but soon realized it fell short.
One of the biggest issues we face as a marketing agency are uninformed customers who erroneously look to sign fabricators to create their “brand”. Precise Graphix is not in the business of brand positioning, and Marcus relied heavily on them to position the Camping World brand. They weren’t just working within the existing brand, but rather were told to infuse lifestyle into the brand, that is more than just sign work. This should fall on the shoulders of the marketing team and interior designer. From a signage and fabrication standpoint, there is a certain role that Precise Graphix should play. This role is not positioning a brand in its entirety. Honestly, the business needed guidelines, branding, and much more. What they got was inconsistent pieces. That’s not true creativity.
Furthermore, Marcus only gave them three weeks, which is not nearly enough time to adequately rebrand a store. The research involved to accurately and effectively position the brand is in itself a few weeks. Only then does the creative marketing team address the brand and its positioning. From there, a concept is built, fabricated, and finally installed. To say that the job can be done successfully in three weeks proves that people don’t truly understand the creative process, Marcus Lemonis being one of them.
Then comes the example of AutoMach USA, Precise Graphix completely missed the mark from a branding stand point. Marcus gave them clear direction on the “brand message” and how he wished the brand to be visually interpreted and what they installed didn’t even come close. Marcus seemed to love it, but it wasn’t good. It didn’t say come buy your Corolla here and will be off-putting to many people. Unless the brand direction given by Marcus was incorrect- there is a big disconnect in what was actually produced. Furthermore, for someone who is such a perfectionist there is more to the brand message that isn’t being accurately communicated.
This whole episode was off-putting particularly as a marketing agency. We understand the value in research, in design, and in proper branding. The episode minimized those things and made them seem trivial. The very thing we are constantly fighting against, and what Marcus should be fighting as well.
One of the biggest issues when it comes to a failing businesses is their weak brand, their poor positioning and ultimately their lack of marketing strategy. Hopefully business owners watching last night's episode won’t get the wrong idea when it comes to branding.