It's been 3 weeks of intense let's start, then stop, then start, then stop as we have been building our brand, our office, our message, and our working relationship. When I begin to think how I started in this crazy business over 22 years ago, I reminded myself that I have worked within different aspects of branding, marketing and design. Each one having its own priority when the project or campaigned arrived. Now, I in the process of doing everything and sharing ideas with everyone about what comes first, second, third, etc. Meaning that this process is all branding, everything, every little thing.
I know it sounds crazy but living a brand, and really living the brand and two entirely different things. I spoke about how companies MUST LIVE THEIR BRAND to survive, but this is a 9 to 5 message and at the end of the day, they are getting paid to live the brand (or turn it on when asked to). When they leave the building, they can shed the LIVE THE BRAND coat and assume their normal lives and integrate back to wherever they came from.
With this new enterprise LIVING THE BRAND means at every point of every day, we need to see, listen and communicate as brand mavens. It's our DNA, our world view, our reason for answering the "why?".
How come? Well, you see we are all made up of brands, all kinds of them. Just take a moment and look into the mirror. We are what we wear, what we eat, what we drive, and what we read. And each one is a brand! We prioritize the importance, we decide when one brand fits one situation and when one doesn't. We reference brands like gospels. We even ban some brands. I know I do. I haven't purchase Exxon gas since the Valdez oil spill. And this comes easy to us. I have spoken with certain customers who still will not purchase a certain brand because someone had told them a story from ten years prior on how this brand screwed them.
But now, what took months, maybe years, is happening in seconds, and our business enterprise will listen predict, promote and react. It is a 24/7 world, and a exciting one at that.
Welcome to our LIVING THE BRAND!
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