Is your Brand. . .

A

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?

Earlier I came across an Ad Age article that discussed how to position your brand for future growth by "being a beacon that reflects aspirations vs. a spotlight that simply confirms realities." When I read that I was like: YESSSS!!!

Aspirations come from people. They come from the audience. They come from the customer.  The market is not a mass conglomeration of robots waiting to be told what to do, how to act or what to believe in.  The market consists of people who want to be acknowledged,  respected,  and engaged in conversation (not talked to or talked at). 

This means that what you offer should speak to the needs, wants or desires of people. It means creating real and authentic conversations with individuals.  It means co-creating with your customer base a brand-story that matters to them in their lives.  Whether that's dental floss or the latest and greatest techno-tool; the idea of who you are must resonate deep in the minds of the communities of that you are engaging.

So the article spoke about Joseph Campbell, the great American mythologist, who talked about people's hunger for stories that would feed their emotional needs and motivate them to higher purposes.

From our perspective, we are always looking at the intersection and Mr. Campbell provides a great opportuntity for culture to converge with business as we look at his work in mythology and how brands can become beacons and draw in raving fans. When evaluating what your brand really stands for, keep in mind the following 12 descriptors that reflect aspirational brand stories:

1. Creating something new.
2. Protecting and nurturing those you care about.
3. Reveling in sensorial pleasure.
4. Feeling renewed and refreshed.
5. Breaking the rules.
6. Learning more about things important to you.
7. Exploring new worlds.
8. Gaining status and security.
9. Performing at your peak level.
10. Transforming the ordinary to the extraordinary experience.
11. Relaxing and enjoying the moment.
12. Reaffirming the basic goodness of our fellow human beings.