Brand Matters: Brand Sabbaths
Steven Pressfield writes quite convincingly about Resistance in his book, "The War of Art." For him, it is such a force that it earns a capital R. He believes that "most of us have two lives: the life we live and the unlived life within us. Between the two stands Resistance." Pressfield is certain that resistance is a force that must be dealt with. "We can never eliminate resistance. It will never go away. But we can outsmart it, " he says.
I recommend Pressfield's work because I think most brand leaders resist the practice of thinkabout time. It is hard work to ask ourselves about the brand we are creating by default and the unlived brand we want to be creating. It is hard work to stop doing and start reflecting. It is hard work to turn off the distractions. It is hard work to simplify. To focus. To step out of the frenzy. To take a brand sabbath.
Energy management may just be one of the brand leader's most important jobs. Marshalling our brand energy wisely is a strategic long-term investment that will pay dividends in ways both obvious and unexpected.
So, why not schedule your own brand sabbath for your marketing team to reflect on these kinds of energy management questions:
The Passion Piece of the Energy Pie
- Do we have the right people on the right projects?
- Are they truly living the brand or simply going through the motions?
- Are we building diverse teams that have bench strength for our future?
- Might we be working around a few "superstars"?
- Are we developing strong "number twos" in each key division?
- Who is bored and needs a new challenge?
- What initiatives are being backburnered because of human resource limitations? Why?
- What brand batteries need recharging internally so we can remain competitive externally?
The Dollars Piece of the Energy Pie
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at firstname.lastname@example.org.