More than one hundred million people were drawn to the screen for the Super Bowl on Sunday. Sure, most people actually tuned in for the sports, but who doesn’t love the expert marketing insights that come from some of the most highly anticipated advertising of the year? I know I’m not the only one that watches solely for the commercials.
This year, it was Nationwide that surprised us with an ad that we just can’t stop talking about. The commercial begins innocently enough, with an adorable young boy talking about some things that he won’t ever do in life like ride a bike or learn to fly. I thought that it was going to take an inspirational turn, but I couldn’t have been more wrong. As soon as he’s done listing the things that he won’t be able to do, he reveals the reason behind it – he died from an accident.
Here’s a link to watch the full ad on YouTube.
The commercial was so shocking and seemed so out of place that we haven’t been able to stop talking about it. Our very own Mark Stevens was called upon by NBC News for his expert marketing insights. He was interviewed shortly after the spot aired and didn’t hold back on his opinions.
“There’s nothing more profound than the death of a child, and there’s nothing more disgusting than the abuse of that subject…” Mark begins his interview. He goes on to give his own expert marketing insights on Nationwide’s controversial Super Bowl commercial.
Wondering what else Mark had to say? Click here to watch the short interview on NBC News.
For starters, they think differently than everyone else. Oddly. Strangely. Never in a linear fashion. Always asymmetrically. Frequently in dangerous and outrageous ways. Einstein’s was not an entrepreneur, per se, but he said he liked to start with fantasies and work backwards to realities. If the realities existed at all.
That’s how Jobs thought. Musk. Edison. And the thousands you never heard of — and who don’t give a whit if their names are never mentioned in public.
So what are some of the key pillars of entrepreneurial thinking:
1. Dreams come before the strategies. A romantic vision that makes everything else seem superficial and commonplace. This morphs into the mission that makes the entrepreneur relentless.
2. Risk is not a “should I take the plunge or not” kind of ping pong thinking. It is a fact of life –in fact the thrill and the line in the sand that distinguishes the true entrepreneurs from the wannabes. While others may see risk as a necessary evil, entrepreneurs view it as the steep, exhilarating down slope on the dollar coaster.
3.What would no one else dare to do? Or what would the world date me to do? And in both cases, what would they think that doing it would lead to abject failure. To an entrepreneur’s mind, that’s “sign me up” time.
4. Is there a puzzle I can figure out? Something that has confounded others for years? The more daunting it appears to be, the more I want to take it on.
5.Success is never really SUCCESS. The balanced life crowd doesn’t get this, but they don’t get the restless mind of the entrepreneur. They are the lonesome cowboys of capitalism. There is always another roundup to gallop into.
6. Working for someone else is a form of imprisonment. Better to fail at creating the new widget than succeed as a middle manager at Ford.
7. Worrying about what others think of you is moronic. Time wasting. Pathetic. It’s all about the innovation.
8. Get rich: not mostly for the toys it buys but for the freedom (from everyone but yourself) it provides.Read More
Barack Obama rose to the US presidency on the power of one of the greatest and most thoughtful tech-driven viral branding and marketing campaigns in history. Brand Obama was a phenomenon for six years and two national elections.
And then suddenly the power of the brand began to deteriorate– slowly at first but then with the speed of a gathering avalanche. The question is, how did this happen and what can we learn from it for our businesses/our careers?
It all starts with the fact that the core of a great brand is not a logo but instead a “promise.” The brand promise defines what the product/service/candidate stands for. When people are attracted to the promise, they buy it. When they love the promise, they spread the word virally. When Obama promised “hope and change” from the weary old ways of Washington, the brand caught fire. And those who were happy with it and voted for the charismatic President stayed with him, even through the inevitable bumps in the road that face any product/service/candidate. Starbucks has had its setbacks but always rebounds. Amazon is in the midst of a writers’ revolt but the vast majority of its customers still adore the brand.
Things go south, at times implode, when a brand misleads. When it is perceived as no longer trustworthy. For Obama (regardless of anyone’s political position), this turning point occurred when his “promise” that one could keep their doctors and medical plans proved to be erroneous. Whether this was intentional or not, many believed that the Obama brand could no longer be taken at face value.
Once this crack in the dam occurred, the President’s actions were open to much higher levels of scrutiny. Does he work hard enough? Does he vacation too often? Is he just another politician? Is he soft in the foreign arena?
Independent polls are now revealing that Obama’s popularity is declining rapidly. In fact, his brand is collapsing. Who he is, how intelligently he thinks through issues, the way he views the world and his role– none of this may have changed.
But that’s not the point. Once trust in a brand is weakened, the love affair is over. The key is to recognize when that “crack in the damn” occurs in any brand and to take decisive action:
1. Correct any misconception that has led to brand confusion and apologize for it.
2. Demonstrate with specificity how you will move forward to restore confidence in the brand.
3. Recognize that a simple “open letter” will not suffice. Management (or a candidate) must communicate by doing as well as by speaking.
4. Meet with the key influencers in your market and seek their help in restoring the power of the brand and the loyalty to it.
Waiting too long inevitably leads to a loss that cannot be recovered. Brand Obama is still waiting.Read More