Vita Sackville-West on growth

"Growth is exciting; growth is dynamic and alarming. Growth of the soul, growth of the mind."

Most static people, brands, etc. try to convince us that they have "it" (and we can feel it).  Most dynamic people, brands, etc. can't "be" (and they can feel it).

Static is under control.  Dynamic is out of control

Static is dependable. Dynamic is unpredictable.

Static is calming. Dynamic is scary.

Static is boring. Dynamic is exciting.

Static is appealing (over time). Dynamic is appealing (right now).

Static needs a drink.  Dynamic needs Prozac.

Posted March 30, 2005
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Comments

Aleah

I think you meant to say, Dynamic is exciting, if I am following your flow. So the key is to allow some aspects of your brand (campaign, product, etc) be dynamic, while keeping one foot on the ground.

Just like life. Think youth = dynamic; maturity = static, but midlife crises = dynamic forms of disastrous and ridiculous proportions. :-)

Posted by: Aleah | March 30, 2005 at 01:26 PM

Tom Asacker

Great pick up Aleah! I probably should have also written that dynamic makes mistakes. ;)

And you're right about the balance required. I'm not so sure about the midlife crisis thought (think Matisse). ;) Although perhaps disastrous and ridiculous can lead to great things.

Posted by: Tom Asacker | March 30, 2005 at 02:03 PM

AJ Hoge

Maybe its not balance thats required so much as knowing what is appropriate for any particular moment.

I know this is very Zen/Taoist, but its a matter of being perfectly still when called for... and then erupting into violent action when that is appropriate. I love the classic metaphor of water..... which can be still as a pond, gentle as a stream, violent as a tsunami.... depending on circumstances.

This touches on something you write about often... usually its not a matter of either/or. Maybe its not a matter of balance. In life (art, business,..) Perhaps its a matter of both/and/all.

Posted by: AJ Hoge | March 31, 2005 at 07:47 AM

Jason Kerr

Static -><- Dynamic
--------------------
=Rhythm

The static and the dynamic are the two faces of rhythm.

This is THE key to tacit value in a brand. When the static and dynamic sides meet to form a meaningful pattern, then the brain:

1. Gets it-i.e. the pattern jibes;
-and
2. Feels it-i.e. the tension between static and dynamic reverberates

Tom, I love seeing this here because it so closely touches on a still very nascent idea of mine. Watch me hash it out here:
http://jasonkerr.typepad.com/brandlessmarketing/2005/03/footprints_of_s.html

Posted by: Jason Kerr | April 01, 2005 at 02:56 AM

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