 |
Put it another way: who are you? A go-getter, parent, worker, boss...?
Do your colleagues ‘get it?’ Do they understand your point of view? Do you
bother to understand theirs?
Listening to the Preacher (such as spouse/parent/coach/teacher/business guru/clergyman
– take your choice) – do you approve of what is said but know that in fact, you
will never act upon it – giving the excuse that you are too old, young, busy,
lazy ... or just too cynical?
How about your clothes – do they convey your personal
sense of style? Are you as comfortable wearing clubbing clothes as you are in
a boardroom wearing a suit?
In a crowded room, are you totally focused on people – ensuring they feel they
are the only ones who really matter? Or do you scan the joint for a more
appealing opportunity?
Recollecting your heritage, do you draw upon it; teaching the lessons of growing
up to your children? Or shudder at how you were treated and go out of your
way to break ‘the rules’ – one way or the other?
Do you think about the ‘good old days’ and wonder why they are gone or how they
could be regained? Or are you convinced that such utopian states have only
ever existed in people’s state of minds?
Are you one of the UK’s dwindling few who would rather be inspired by a Holy Cross,
Star of David or other religious icons, than drive to your out-of-town oversized
oblong box, to shop for a pair of trainers on a weekend?
If so do you wear your sacred garments and ornaments such as a crucifix, jilbaab
or kippa, with pride, or are you anxious about what others will think, worst still,
how they could retaliate?
When you saw the St George’s Cross flag waved in Euro 2004, did you feel a sense
of pride or discomfort?
Watching Rooney, tackle the ball like he was taking on the world, did you feel
a tingle down your spine?
Does supporting your team offer the kind of kinship you always longed for?
Perhaps you're one of UK’s 47% of people who surf the web for glimpses of human
beauty that you regret you could never find in yourself or others find in you,
or simply dream you could rediscover?
On the train to work, do you occasionally catch a passenger’s attention and in
that glimpse reassure them that they are not alone in asking whether there is
more to life than this daily grind?
At a supermarket, do you ever pick up a packet of cereal and think, ‘to hell with
the brand meaning’ I’m hungry and this just tastes nice, so I’ll buy it’?
Have you ever travelled abroad, bought your favourite chocolate bar and wondered
what the locals ever ate before the ‘mighty conglomerates’ rolled into town and
made everything look, sound and taste the same?
Have you ever watched a bumblebee hover from flower to flower and reflected on
if it cares which bud has the best pollen? If so questioned what attracted
it to the nectar in the first place?
If you’ve had a terrible day, can you still turn to the arms of your lover or
best friend and feel invigorated, energised - part of something exclusive?
Having spent that day showing PowerPoint diagrams to dreary people asking banal
questions about subjects which are as shallow as the coffee in their plastic cups,
do you look at your baby and think “at last someone with the potential to behave
as an adult”.
Have you ever considered parking your car in the company car park and walking
backwards into the office building – just because you fancy it?
Even if you have simply flirted with any of these notions, you are qualified to
understand what brands are all about: Brands strive to be human, caring,
tolerant, realistic, honest, sympathetic, down-to-earth, professional, fun, charitable,
inspiring, global, local, efficient, forward-thinking and more besides.
Yet, if on occasion people can’t attain these attributes for themselves – why
should anyone believe man-made brands could deliver anything better?
That is, unless reality is simply too much to handle. If so, in terms
of life, brands and truth, undoubtedly we are all happy to swallow another mouthful
of processed marketing hype whilst gleefully ‘loving it’.
 |
About the Author
Jonathan Gabay is on the core Faculty of the CIM.
Up and coming popular events featuring Jonathan include:
- Unleashing creativity throughout your organisation
- Beyond Brainstorming
- Advanced business presentations (three day course)
Be sure to check out Jonathan’s website – www.gabaynet.com
|
|
|
