Just a Thought

The other day, while working out, I was watching the Michael Jackson movie, This Is It, which features the rehearsals and preparation going into his final show, prior to his death. And this got me thinking about great brands.

Michael Jackson is one of the most recognized and iconic brands of the 20th Century. He was a marketing machine - well at least the empire surrounding him! But I began to think of how much he was loved and hated around the world! It seemed like with Michael Jackson, you either loved him or you hated him. There was no middle ground - it was binary.

I believe this to be true with all great brands - you either love them or you hate them - you're either for them or against them! There is no middle ground.

I mean look at Wal-Mart: you either love it or you hate it. McDonalds: you love it or hate it. Apple: you are either for Apple or against Apple. Even Barack Obama: you either loved him or you hated him!

This is because these brands have purpose - a set of goals and values - that not everyone will agree with. To be great, you can't be all things to all people, or you're bound to create confusion. Because to be all things to all people you can't stand for anything! And if you don't stand for something, you have no way to guide your company forward, or be innovative since you are always making compromises in the moment with no long-term vision!

We can look to Tiger Woods today - an icon that has confused the world because he wasn't living his brand - the family man that was always in control - and we find out that he is far from a family man who wasn't in control of all aspects of his life. Rather than embracing who he is and ending the confusion, he is making short-term compromises to go to sex rehab and try to get back together with his wife. Let's face it, this is not a long-term strategy as old habits die hard! He should stick to who he is, rather than trying to have the whole world come to love him again! I mean Wal-Mart doesn't care if the whole world loves them - that is not their purpose.

So, when creating or managing your brand, if you want to be great, you need to stand for something and stick to it, knowing not everyone will love you. Rather, the people who appreciate what you are doing and creating, through your organization, are the ones you care most about. Otherwise you are left making short-term compromises that impact your long-term value!