Avoiding the Dilbert Effect and the art of the $355,000,000 sale.

Rick Stanton, Creative Director / President

Stanton & Everybody Advertising + Design + Media

Dilbert is a somewhat exaggerated look at the internally driven, rudderless corporate America where self-talk and blissful absurdity rule.

I say “somewhat” because I have seen the Dilbert Effect in action.

As a result, I have evolved what I refer to as our Internal Brand Audit.

It’s an attempt to get clients and potential clients to the truth about who they are, what they do and why it matters.

And in turn, it leads to understanding a company’s true archetype and the tone and manner necessary for effective communications both internally and externally.

It also tends to debunk a lot of internally embraced points of view that are rooted in assumptions and wrong-headed aspirational beliefs like

“We are the Nordstrom of plumbing.”

The audit also reveals those areas where there is agreement and perhaps more importantly where there is confusion or out and out disparity.

We tweak the 22 questions that are the basis of the audit to best align with the most valuable discovery issues and then send it into the chosen respondents including key decision makers right down to the rank and file.

The best part is all of the responses are kept anonymous.

Imagine the freedom that alone creates.

The completed audits come back to me and I break down the key findings into a report that in turn along with secondary, primary and competitive research leads to a killer brand strategy.

The process typically reveals some very valuable and positive insights for both the client and our agency. And it’s the first step in the value of working together.

Sterling Health Plans was a great example.

They sell Medicare supplemental insurance to seniors. We knew two things for sure: seniors don’t trust Medicare and everyone hates insurance companies. Via the audit we discovered a tremendous consumer support base for the Sterling brand. Their customers loved them (and were willing to say so on camera). Everyone at Sterling took it for granted and were missing a huge opportunity. Their customers would make it safe for other seniors to do business with the brand. People would see themselves in our advertising.

Did the ads win a lot of awards?

Just one … a gold Summit Award for campaign effectiveness.

The year the campaign broke Sterling’s sales were up 69% and as a result in large part to the audit and our discoveries, Sterling sold to Munich Re two years ago for $355,000,000.

Maybe we should audit your brand.

I’m just sayin’ …