Trendsetter or follower
What have we just seen? A drunk guy at the concert, who gives a damn about what others think, as long as he's having fun? The crowd looks at him loughing, ... but joins him at the end.
Well, I see a brand! A brand that gives a shit about the crowds. A brand, driven by passion and desire to have fun in the market. The brand that doesn't wait for a trend to follow – it IS the trend!
Of course you do not become a trend by saying, Hey, I wanna be a trend! I wanna do something crazy and then they will follow. The guy in the video did not make a decision to jump up and around to be seen by more than five million people in two years. He was just beeing him.
The brand is created and bred to the desired position by its owner. With love. With passion. It is led on its way as a child, that barely walks, stumbling here and there. Carefuly. But the whole market is careful. Too careful. And the exaggerated carefulness is causing stagnation. The brand may never reach its desired position.
We, as the agency people, do understand that carefulness, but we wish to show the way for the brand to reach its goal. There! You'd like to get there and we are going to help!
After the painstaking research that takes a lot of time and energy, and after processing the outcome you find yourself in an empty space, you have to fill with the idea, which is going to be understood by the agency team, the client/brand owner and the public, which is going to realize they cannot live without that brand anymore.
The empty space is starting to fill. You get the couple of ideas you throw away immediately because they seem stupid, and the couple of ideas you find worth of turning around and turning your back to them, hoping they will shape into something that is going to make sense later.
Than you jump on them and ruthlessly throw them away to, until the one idea, the right one, the best one, the most effective one, lands slowly in the field, spreads like the picnic blanket – you start laying down pictures, words, and sounds to tell the fantastic story about just that brand.
We pack the solution into the presentation and present it passionately to the clients team. And then?
One of them thinks it's too expensive, the other finds it too bold, and the third has never before seen his brand that way.
Dear clients: please watch the video again and try to be a little like the guy who pulled the crowd to the dance party. Be spontaneous. Show some trust. And be bold. You were brave – sometimes crazy – and ready to sacrifice, when you breathed life into your brand.
It is the time, when brands are dying. Only those who shout the loudest and go furthest will survive.
And we will shout with you ...
Author: Renato Bratkovič
Objavil: Vesna Zečević, vodja medijskih projektov