Wednesday, April 29, 2009

Activate or Evaporate

We talk a lot about "brand activation" and being brand activators in the digital age. Question is, what does it mean? it means getting the right people in the room, pulling a problem apart in every direction like you see here, and then putting together what we discover into new ideas that activate interest, activate involvement and activate interaction. Here's a little glimpse into a recent activator session.

In today's environment, you have two choices. Activate. Or evaporate.

Seek new ideas, seek the next new promise or product, and let your Sharpies™ do the talking.



  1. Great video. Puling the problem apart is a full contact sport. In my experience, most people don't want to dirty their uniforms -- preferring, instead, to stand on the sideline, sipping Gatorade, and hoping that the scoreboard somehow has them on top at the end of the game.

    So, I guess the question is: how do you get the right people comfortable with the idea of getting some skin in the Brand game, even at the risk -- and probability -- of some grass stains on the knees and elbows? Is the threat of irrelevance (evaporation) enough?

    Incidentally, as a kid, I always saw the grass stains as a badge of honor. Proof of meaningful participation. Isn't that true of Brands, as well?

  2. Proof of meaningful participation. Pulling the problem apart is a full contact sport. Great descriptive language! Getting in there and digging in the dirt IS a badge of honor. Noble. Russel Crowe in gladiator-kind of validation. I had a kid on my team in pop warner who never played a down in a game all season, but would always rub dirt into this uniform.

    His mom, who did his laundry, hated it.
    All the little girls gathered around the snack stand would dig it.