As part of its Idea Hub initiative, American Express recently posted a video interview with Tom Scott, CEO of Nantucket Nectars, on effectively marketing and communicating a brand. The fact that most of us know him as one of the “juice guys” is rather profound — and it’s certainly by design.

Mr. Scott’s tried and true advice: Boil it down to basics — communicate the core of what you do or sell to your customers. That’s what effective communicating is all about.  Don’t try to invent or be something that you’re not.  Well-known or not, every product has an identity, and an effective communicator or marketer will identify methods by which to amplify that identity so that it resonates with an audience.

While the “juice guy” is focused on consumer products, the same approach can be applied to communicating intangible services, such as public affairs advocacy.  The extra step consists simply of bridging the intangible into a material or emotional benefit.  For those in the health care debate (either side, really), the war will be won or lost on successfully communicating a dual benefit: enhanced access to care coupled with (thanks to our economic climate) controlling ever-rising costs.

These are fundamentals — but a good reminder from a successful source.  Hear Mr. Scott in his own words here.

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