I’d like to thank Jennifer A. Jones and Dan Greenfield for calling to my attention a wonderful video and a great story that I feel demonstrates the best of what branding should be. [youtube=http://www.youtube.com/watch?v=zlfKdbWwruY]
A fellow named Matt Harding has been traveling the world and marking each location visited with a short video of himself doing a silly dance. Sometimes he dances alone and sometimes he dances with the local people. It is simple, charming, beautiful and joyous. At this point about 6 million+ viewers on YouTube seem to agree.
But there is a little bit more to the story. It turns out that Mr. Harding’s former employer, Stride Gum, has taken on the role of sponsor for this remarkable project. Stunningly, they have not plastered their name and logo all over the video. Matt wears no Stride apparel. The song played on the video is not a corporate anthem. It doesn’t even look like Matt is chewing gum! The only mention of Stride is in a simple thank you graphic at the very end of the video. This is GREAT branding. Instead of trying to “own” the project, Stride is content to lets it happen. Instead of trying to milk the publicity, Stride lets the message spread – and boy is it spreading! By all the standards of conventional wisdom, by all the instincts of the old marketing, this was a risky, even reckless, act. But marketing is changing, and what this project has shown us is that a sincere message, an expression of values, IS important, and if we have the courage to present such a message with integrity people will respond. As Dan points out, “…I am writing about a chewing gum company now.” By all measures this has been a great path for Stride – sales are up, market share is increasing, and awareness is on the rise, or as Jennifer states it, “Clearly, the goofy dance is moving the needle.”
I think also that by recognizing Matt Harding as a leader, and by leaving him essentially unfettered by the usual corporate billboarding, Stride Gum has shown itself to be a leader. We can’t help but assume that the positive values demonstrated in the video: joy, hope, and a global generosity of spirit, are values shared by the sponsor who has supported the production with such humble integrity.
Apple has a branding problem
What’s that you say? Is this heresy? Apple, your favorite example, the paragon of branding, the lords of iEverything – that Apple? A branding problem?! Surely you jest!
Well I hate to say it, but it is true. Apple has a branding problem, and its name is Steve Jobs.
Now don’t get me wrong, I love me some Apple, and I still think that the company is one of the greatest branders of all time, but I callz’em like seez’em and there is a fly in the soup. The company has so embraced and promoted the Steve Jobs is god message that it has begun to harm the corporate image. Speculation about Steve’s health prompted by his gaunt appearance earlier this year has caused a ripple of concerns on Wall Street and started a rumor-mill regarding succession planning. The impression is that Apple, once saved by the return of Steve Jobs, now can’t survive without him.
No doubt, Steve has been the miracle man for Apple and his demanding approach to leadership, insistence on high design, and self-appointed role as chief-presentation-officer have only added to the mystique, but one man does not a company make – especially not a global, multi-billion dollar, public company. As an example, a study of the 5th generation iPod, revealed a supply chain of up to 10 parts vendors with manufacturing occurring in 5 different countries. Steve gets around, but c’mon this isn’t a one man job.
Steve the mastermind, the guru, the dictator, the showman these are all legitimate parts of Apple’s brand and all grounded in truth. So what can Apple do to patch this chink in their brand armor? I think the approach of the Wall Street pundits is wrong – rushing to find a suitable successor will not heal the problem. I think the thinking is akin to the logic behind ripping off an adhesive bandage – it is going to hurt no matter what, so let’s just get it over with as fast as possible. However, this thinking assumes that the cut under the bandage has already healed…. pick the successor, take the hit, and performance will solve the brand issue. But it doesn’t work that way. People believe in Steve Jobs. I believe in Steve Jobs. We’re bought into the cult of thinking different. To solve the brand problem of Apple can’t be Apple without Steve Jobs the answer is to do what any cult does when faced with the loss of its spiritual founder and leader. They must be canonized. The answer to the brand dilemma is to present Steve’s impact as being so profoundly transformative that the culture he catalyzed now has a life of its own. Yes, I’m saying that Mr. Jobs should be elevated even more than he already is. Fanboys rejoice! For his Jobness has bestowed a lasting organization on the principles of Steveitude. iCommandments anyone?