Fellow Brand Activators, lend me your shoulders (upon which to cry). Or loan me your forbearance, at least (because I need to whine).
I wake up most days rarin’ to go. There are brands that need activating. And that’s what my colleagues and I at Stein + Partners Brand Activation are primed to do.
Yet, while achieving the stature of a truly Activated Brand is a noble goal, in the real world getting there is hard, and sometimes dispiriting, work. Competition is keen. Channels, complex. Market dynamics, shifty. But that’s to be expected; it’s not the real problem. Here’s what is.
Awkward organizational structures. Competing agendas. Knee-jerkiness. Fear of losing. Lack of passionate beliefs. Too many companies allow what’s not important to overwhelm what is. It’s a shame, but it is what it is and always will be.
But brand activation does not allow it. Getting to a collective understanding of what makes a brand special, activating that insight internally and externally, executing with agility and passion--these essentials should not be withered away by indecisiveness, genius-crushing chains of command, overthink, underthink, or rethink.
So that’s my whine. I'm sorry to foist it your way.
But I do have a recommendation on how to prevail in such situations. Gather a close cadre of champions who make it their business to suss out that “specialness” that makes your brand great. Then, with facts-based relentlessness, passionate persistence, and a fair amount of patience, gather followers and galvanize the hell out the organization. And then, as my Midwestern friends like to say, Git-R-Done!
Whew. I feel much better now. Thanks for the shoulder.