I have a block with brands. People talk about "the brand" with the same hushed tone that aged retainers tell young damsels that they must not shame "the family name" in Victorian melodramas. We must be guardians of the brand & protect it - it must remain unsullied by human contact.
Brands are identities (& as we all know, identities are strange attractors). Or more precisely, organisations create brands because they can't have identities of their own. Because organisations cannot be human. But if organisations were human, brands would be character.
As Robert McKee says: characters are what they do. Every writer knows that drama comes from characters making decisions - the tougher the better. Which of the following choices is the more dramatic? 1. "Hmmm - dairy or soy this morning?" or 2. "Do I put myself at risk to save these people from certain death or protect my own skin?"
If you voted for 1. then you will be thrilled to know that Lactose Intolerance III is available from all good DVD stores now.
So it goes with brands. The brand isn't the swanky logo you paid 60 grand for. And it's definitely not the new "customer service promise" on your website. It's what your people do day in, day out. And especially when the proverbial hits the fan.
The promise of "engagement" is really an offer - "the gift of life". Many brands have only had indirect contact with their consumers. Now, if you want, you can connect with the people who eat the soup or sit on the chairs you make. But doing so will present you with choices - and may reveal your character. For better or worse.
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