Your brand is the savior of the world, or of its category or industry. Perhaps not perfect, but filled with integrity, character, plans, ideas, and more. Good-looking and speaks well.
Now, do you really believe that?
Or are you paid to sell that?
Make your brand (or your client’s brand) the political candidate we all want:
Now, at this point, tell the truth. Were you imagining a political candidate or a brand?
- Smart — in command of the facts with proof of their arithmetic and knowledge
- Humble — able to laugh at themselves
- Passionate — knows when and why to shout about something important
- Compassionate — can truly feel for the lesser folk
- Fearless — to make tough decisions, to intimidate when needed, and know when to gracefully deflect negativity
- Serious — can speak of and listen to difficult, complex issues and respond with complex solutions
- Elegant — has great visual and auditory taste
I think brands could learn more from politics than politics could learn from brands, as we’re deep into a post-political world, nationally and globally. Social media has forever changed our lens.
So, for you, a brand, or for your brand, or for the brand you’re in charge of, for now…
How has the current political climate changed culture and society? How can it show up in your branding?
Most brands don’t go very deep; they spoof a debate or skim lightly across the easiest catch phrases.
I see a huge potential largely untapped:
I have plenty more, but let’s be reasonable — my agency charges for them.
- Embrace our growing social comfort with social debate and arguments. Engage or sponsor a debate centered around your brand’s values.
- Post and speak about your brand like a platform of values and promises.
- Be interviewed, frequently.
- Do things so fascinating that you get interviewed, frequently.
- Create polls for your service, quality values, and performance and publish the trends hourly.
Now, I don’t mean for you to simply copy the look of political tools and trends, but to acknowledge and capture the spirit and the seasonal, evolutional human qualities inside them.
For deep inside are the significant social meaning signposts created by and for our ongoing media feast — the emotional and rational expressions we all know: fear, anxiety, frustration, hope, yearning, hero worship, following, rallying, doubt, anger, suspicion, disappointment, conspiracy, tribalism, animal/reptilian reactions, and so much more, all there, available to consider and plumb for potentiality.
Hopefully you see some value in the above, to not simply reflect current media culture but to learn, adapt, and improve on the available energy.
So, whether you now feel inspired to publicly insult or demean a competitor, adopt a new slogan of high ideals, or drape yourself in your customer bases’ favorite colors and sounds, I hope you see something of what I see: an endless corridor of possible ways to connect you, your brand, or that brand you’re in charge of (for a term, anyway) to something deeply significant in humankind.
Something happening right now.
The chance to argue, fight, vilify, hate, smear, insult, misrepresent, idolize, worship, support, and elect your lucky brand — the winner. For now, anyway.
Let me know if this article’s content proves useful.
As a strategist, writer, designer, producer, director, actor, musician, performer, teacher, trainer and speaker, creative marketing was a potentially ideal career for Paul. Yet after years of winning dozens of global creativity awards with various agencies, Paul gave up the awards pursuit and became a professional human being.
Paul launched the1101experiment in 2001, focusing on bringing top-level strategy, creativity and multi-dimensional success to global brands, but with an added emphasis on positive ethical and social opportunities. Paul's thinking has been published worldwide and has predicted many global cultural shifts long before they happened. Paul leads a mastermind network of friends, colleagues and multi-talented professionals from around the world who are strategists, writers, artists, web, social and interactive specialists, who are involved on all client work.
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