Apr 11, 2008

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Be the Pilot of Your Brand Flying home from the USA, I was thinking about the connection between flying and building a brand. A plane starts on the ground = A brand has to be grounded on core values before it can fly A plane does not immediately fly, it needs to gather pace, accelerate to earn the right to fly = A brand is not built over night, it needs to build momentum. A plane has a flight path, a flight plan to get to its destination = A brand needs to know where it is wanting to fly to, where does it want to take it's passengers (consumers) A plane hits turbulence, but is strong enough to keep to its flight path = A brand will make mistakes, hit occasional dips but must always keep the goal in mind, keep the belief to get through it. A plane needs air to fly. It is an enabler of connecting the desire of passengers to fly with the technology of using air to fly = The brand is not the star...it is an enabler, a connector of consumers to their dreams. A plane needs pilots and passengers to get achieve the potential it was designed for = A brand needs leaders and consumers to achieve its potential A plane has a destination = A brand has a destiny A plane was revolutionary now it is evolutionary = A brand when launched needs to lead its own revolution against the status quo, once launched the revolution has to turn to evolution (or die). I think too many brands forget to evolve believing forever they are still revolutionary Brands have the ability to soar above the competition when they connect people. Connect people from where they are now, to where they want to be....they are carriers of dreams

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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