On down through the Middle Ages
When the earth kept going through changes
There’s a business going on, cars continue to change
Nothing stays the same, there were always renegades
Afrika Bambaata & The Soulsonic Force
(Renegades of Funk ♦ Planet Rock)
Is the only constant change? BPM believes this to be the case. Reinvention and innovation are the hallmarks of any long term executive player. At the risk of contradiction, having a brand for the way in which you conduct business with the world is great, but you need to be able to adapt that brand with the times. Business continues to evolve, and you do not want to spend your life in an Edsel when the new BMWs are coming around the corner. Again, don’t lose focus on your basic mission, but certainly work that mission so that it remains relevant to the changed surroundings.
IF NECESSITY IS THE MOTHER OF INVENTION THEN REINVENTION IS A SECOND MOUTH THAT MOM HAS TO FEED
INNOVATE OR DIE
Q: Outside-the-box test: I say surf, what location comes to mind? (Hawaii?, Malibu?)
A: Nope. Surf ghana: http://www.economist.com/node/21550253 C’mon …outside the box.
I’m genuine like Gucci, raw like sushi
Big Daddy Kane Raw ♦ Long Live the Kane
Speak less, say more. There is a beauty to this Strunk & White concise statement that can only be destroyed by commentary.
BPM thinks of the essence of branding when hearing this line. The succinct couplet tells BMP who e Kane is. He is a quality item. He certainly is not one of the knock-off Rolexes and Louis Vuitton bags that littered the streets of New York and Venice when he wrote this line. He is the genuine article. Moreover, he has texture and taste. Taste the wasabi and know that he is potent. It is beautiful.
How many of us can say the same for our practice and our own corporate brand. Do you say too much in memoranda and meetings? Does your PowerPoint deck have too made slides? Sometimes, the talkative dilute efficacy by speaking too much and really saying nothing … all sound and fury.
Does your communication and tagline succinctly address the fullness of your brand? Let this be a model to tightening your expression for the most impact.
Do you understand BPM’s take? If so, here is a takeaway for you.
MANAGE THE BRAND
SPEAK LESS – SAY MORE