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During one of yesterday's televised games, the color commentator was asked about a particular NFL team's problem finding its "identity." Here's how he sagaciously replied:
"You find out what works after the first few games, and that's your identity."
To wit, your identity isn't something that you dig up from your past. It's something that you create in the here and now!
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
Simple... which makes it brilliant. Thanks for this gem Tom!
Posted by: Mitch Joel - Twist Image | October 05, 2009 at 08:22 PM
Then again, there's always next season.
Great stuff Tom!
Cheers,
Mark Gallagher
Brand Expressionist®
Posted by: Mark Gallagher | October 05, 2009 at 09:22 PM
Simply written yet insightful, short yet powerful. You have done it again, Tom.
Posted by: Strategic Growth Advisors | October 06, 2009 at 04:28 AM
So if I understand this correctly, your identity is determined by everyone except yourself? You are what you're perceived to be?
There's an inherent weakness in that I think - you end up chasing everyone's opinion except your own.
That's an identity crisis - not a "brand".
Unless I'm not seeing your point...
- Jeff
Posted by: Jeff | October 06, 2009 at 08:58 AM
To Jeff's point - identity has to embrace some consumer perception, but also has to be driven internally - our organization's competitive strengths, etc. It can be "what works" but also needs to resonate throughout the organization and involve strategic planning.
Posted by: Joy Levin | October 06, 2009 at 10:20 AM
Thanks for the kind words folks. And kudos on the new book and your upcoming event in Toronto Mitch! So, let me try to answer Jeff's question.
The commentator didn't mean to imply, nor did I, that "your identity is determined by everyone except yourself." To the contrary, the team's identity was determined by the team's intent, strategy, execution and results.
A brand's intent should be to use its passion and resources to connect viscerally with its audience (customers, employees, investors, community, etc.) by adding value, meaning, and happiness to their lives.
Strategy, execution and internal inspiration, recognition, motivation, etc. should be laser-focused on those "external" goals, and not on an organization's competitive strengths and legacy identity.
Heed these smart words from Professor Donald Sull of the London Business School on why good companies go bad:
"Many leading companies plummet from the pinnacle of success to the depths of failure when market conditions change. Because they’re paralyzed? To the contrary, because they engage in too much activity - activity of the wrong kind. Success breeds active inertia, and active inertia breeds failure."
And thanks for the comments.
Posted by: Tom Asacker | October 06, 2009 at 12:38 PM
I like simple so kudos for a fine analogy.....and quite in the present!
Brands and the process of building them should be simple; so that they are recognizable and familiar; and their identities clear and obvious as being authentic doesn't require magic or a Masters in engineering. Sadly it seems most don't get it and make what should be simple, complex and vague. Not sure why....perhaps wearing too much black?
You do well to keep it fundamental and basic and your use of story is always refreshing. I appreciate that as simplicity in brand work is what seems to be missing.
Keep up the nice work.
PS--I won't mention that you came perilously close to messing "simple" all up in using "sagaciously"!D
Posted by: sean clark | October 06, 2009 at 08:06 PM
Great short post...that gets across a very important lesson. If identity is set in hindsight how much control can you have over it?
However, with new age of social media and control for brands being handed over to consumers, perhaps a brand's identity is set in hindsight (being a consumer's experience with the brand).
Then again, perhaps this isn't identity...
Posted by: Andy Wright | October 08, 2009 at 08:03 PM