I’m a half-full kind of guy. As a proud alum of “Up With People,” I believe that world peace is within reach and gas at $20 a gallon is not. I think there is more right with the world than wrong and have the same perspective about my professional life. I believe the best way to fix a brand is to find what’s inherently right about it.
So if the U.S. World Cup team scores a goal to win a game 1-0 with five seconds left on the clock, how much is that goal worth? The easy answer, of course, is that whether it was scored with five seconds left on the clock or 89 minutes, its value remains the same: it’s still a 1-0 victory.
But we know better.
Normal brands always want to retreat as times of uncertainty scare them. You cannot cut your way to success. Abnormal leaders see the opportunity to get ahead and grab share. We must provide a reason to value brands as always, but do so with a more compelling reason to act now. It is an approach Zimmerman calls – and has always called - Brandtailing™.
We typically hate awards because they recognize the output of the creative work regardless of the outcome from that work. Concept is nothing without comp sales and transactional increase. Marketing is nothing without gains in market share. Writing only matters when there is black ink. The only awards we care about are those that celebrate effectiveness and results; like the AME awards, which recognizes work that has caused dramatic impact on the business, not just the brand.