Viral doesn't mean 'strategy optional'

Ever come across a power tool that doesn't make noise? Or run into a hammer you can bang against steel without producing a sound?

Didn't think so.

This two minute viral piece from Craftsman strings together sounds of various power tools to create a music track. The composition is nice enough, I suppose, but......huh?

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I took a business strategy course once, the key takeaway of which was just how important it is for a brand in a crowded marketplace to answer one key question: "so what?"

So you can string together power tool sounds to make a music track - but what message does it deliver about the product that is a) relevant or b) different from the rest of the category?

Since I already addressed "b", let's spend a second on relevance.

It's highly unlikely the average power tool consumer is interested in the type of music that can be made by stringing together power tool soundbites. That says nothing. Perhaps a better way in vis a vis music might have been the simple, yet powerful, sound of the tool itself. Some guy in his backyard all alone, early morning, blue sky above, a stack of plywood and a blueprint in his hand - and the simple sound of a buzzsaw or nailgun or hammer that signals the start of a new project. Now, that's more likely the type of music that would give these folks a buzz.

I wonder whether Craftsman would have given the green light to produce this if they had to put big media dollars behind it and run it on TV? Probably not. But, just because you don't have to pay for media doesn't mean you shouldn't consider the strategy. This cost something to make (production at least) and consumers or prospective consumers will (hopefully) see it. Viral is just another opportunity - a big opportunity - to make an important statement about your brand. Why waste it?

This is entirely forgettable and OFF STRATEGY. (and, frankly, I'm not convinced there was an insight to begin with)