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May 2008
"How do you know an idea is
innovative? When it scares the hell out of you."
The Brand Gap by
Marty Neumeier
The popular saying is,
"Stick your neck out and it might just get cut off".
innovation is scary, isn't it? The more conservative your
industry, the scarier innovation becomes. The more
competitive the industry, the scarier innovation becomes.
The more unstable the economy, the scarier innovation
becomes. The fear of failure is a frightening proposition,
indeed. It impacts anyone with any semblance of ambition in
the business community.
Fear can cause one to take
a tried and true path with their branding efforts to the
point of grinding a company into the same carved out and
rutted path of each of its competitors. However, being
different...being innovative...not being afraid to creep out
on a potentially unstable limb, that could be the difference
between being an also-ran and creating a uniquely
identifiable brand identity in the market.
In a world (and especially
a conservative East Tennessee market) where thinking outside
of the box can cause you to get your noggin knocked around a
bit, innovation is discouraged. In the world of brand
building, that notion desperately needs to change. Consumers
are bombarded with marketing messages everyday. Ads are on
cell phones, on bathroom walls, in movie theatres, not to
mention the conventional advertising on TV, radio, newspaper
and the internet. Creating brand differentiation is a
difficult thought.
To all of those teetering
on the verge of innovation: Take heart! Most brands can
stand a little innovation. Actually, brands are pretty darn
elastic. They grow. They evolve. They can even explore the
innovative world of "if". This doesn't mean, of course, that
if you're an discount retailer of widgets you should come
out with a luxury line. It doesn't mean you should suddenly
become something that you are not. Wal-Mart will never be
associated with upscale. Mercedes-Benz will never be
associated with cheap. Innovation should stay true to your
core brand identity. This just means that you should strive
to be who you are and not be afraid to step outside of the
safety, security and AHHHHH, forgive the yawn, dignity of
that well-known box.
After all, brands are very
much like people. A person can change clothes, but he/she is
essentially the same person. A person can change modes, but
he or she is essentially the same person. Most of us, move
in and out of different modes as the week progresses. For
me, Monday brings work mode and a distinctively intense
mindset. Monday night is game night with my neighbors where
a competitive mode rears it's head. Wednesday night is
restaurant review night and the emergence of a fun-loving,
but critical mode. Thursday is Connor's night and a
light-hearted mode for a fun evening with friends. Weekends
are spent watching the Vols where a rage-like mode shines
through! All tolled each week, I typically experience 15-20
different modes. Throughout each, however, I am who I am.
Brands are the same way. To borrow a saying from a New
Yorker, "It is what it is". Innovation that stays true to
the core identity of the brand is positive.
Innovation can help with
the branding process by helping brands grow and making them
more elastic, while creating increased meanings to more and
more people. Yes, it's frightening to step out on that limb,
but even a fall isn't typically the death penalty. Actually,
it may eventually be a positive growing experience. You
might even find that you sticking your head outside of that
box, doesn't always cause the ax to fall.
© BrandVision Marketing.
2008. Matthew Scott Trueblood. All rights reserved.
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