Is your brand a statue or a star? Avoiding pigeons, attracting the aspirational

Some would argue that customers are just finicky and just not buying much during these difficult times

. I'd like to take issue with that position because there are clearly some brands that are functioning like stars, attracting the aspirational and cashing in on the inspirational.

Here are just a couple of shining examples from the Most Inspiring Companies list.

Coke creates a contest that taps deep into the heart and passion of would be film makers in Australia, The Diet Coke Short Film Contest, inspired by the idea, taking a break and with Diet Coke.

Their number one competitor Pepsi creates a website dedicated to allowing anyone to share what inspires them. Notice it is not what is inspiring about Pepsi! Check it out, www.pepsiweinspire.com

Tom's Shoes creates a forum for customers to connect and share their stories on how good they feel about fulfilling their personal mission of helping a child with no shoes get a pair.

Apple customers told us in our Most Inspiring Companies survey that Apple makes THEM FEEL innovative, creative, and entrepreneurial.

Google users us told us that Google makes them feel smarter and empowered to pursuit their goals.

Brands that have found a way to tap into the aspirations of their customers (and I will add their employees too) are the ones thriving during difficult times. What this tells us is maybe our slow upstart on the economy has more to do with our desire to hang out with pigeons and statues versus our willingness to pay the price to function like a star and tap into the aspirations of others.

If you are ready to function like a star, here are a few guiding principles.

1. The mission and vision of your customer must become the mission and vision of your brand.

2. Remove all references in your collateral to how big, great, and old your company is and talk more about the potential you see for your customer.

3. Realize that every time you introduce a new loyalty program, it will eventually become just another entitlement program. Empower customers with the ability to connect with others who have a common dream.

4. Treat your employees more like a customer and they will become your greatest advocates.

5. Please do not assume you work for a "three-eye" company where everything is different and none of this applies.

Is your brand a statue or a star? Avoiding pigeons, attracting the aspirational

By: Terry Barber

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