Monday, January 4, 2021

Pretend Your Brand Has Died...

 


People periodically go through the exercise of revising their brand's essence, promise, personality, unique value proposition and other brand positioning elements. 

A fun approach to this is to pretend that your brand has died. Now you need to write its obituary, its epitaph, and its eulogy. It's obituary is akin to its elevator speech, while its epitaph is akin to its tagline or slogan. While its eulogy is a more thoughtful, in-depth review of the brand. If you want to go even more in-depth, think about writing a documentary about the life and times of your brand. What was your brand best known for? What was its legacy? At its peak, how did people perceive it? What would you want the brand to be known for? Generally, obituaries, epitaphs and eulogies are all positive. 

This could be an exercise for the senior leadership team, the marketing team or all employees. 

To get you started (and just for fun), here are some real epitaphs taken from real gravestones:

  • Joe DiMaggio: “Grace, dignity and elegance personified”
  • Gracie Allen and George Burns: “Together again” 
  • Robert Frost: “I had a lover’s quarrel with the world.”
  • Rodney Dangerfield: “There goes the neighborhood.”
  • Mel Blanc: "That's all folks"
  • Joannes Keppler: “I used to measure the skies, now I measure the shadows of Earth. Although my mind was sky-bound, the shadow of my body lies here.”
  • Victor William Braddick (an English farmer): “We plough the fields and scatter the good seed on the land”
  • George Washington Carver: “He found happiness and honor in being helpful to the world”
  • Robert Clay Allison (a gunslinger): "He never killed a man that did not need killing"
  • Helen Herczberg Gawara: "She bore witness to the holocaust. She is now set free."
  • Russell Larsen: "Two things I love most, good horses and beautiful women. And when I die I hope they tan this old hide of mine and make it into a lady's riding saddle, so I can rest in peace between the two things I love most."
  • Bill Kugle (a member of the Texas House of Representatives): "He never voted for Republicans and had little to do with them"
  • Herman Harband: "My wife Eleanore Arthur of Queens, N.Y. lived like a princess for 20 years traveling the world with the best of everything. When I went blind, she tried to poison me, took all my money, all my medication and left me in the dark, alone and sick. It's a miracle I escaped. I won't see her in heaven because she's surely going to hell!"
This exercise can help people rediscover the brand's purpose, realign with its mission and vision and re-craft its unique value proposition. 

5 comments:

  1. I am so happy to visit this blog and I love to read. Please stay upto date with your blogs, we will visit again to check our your new post.

    Small business consulting in USA

    ReplyDelete
  2. If you do not want to waste your time on boring writing essays or other papers, then contact us and we do your essays. You can not worry about your work, because they are done by professionals with vast experience.

    ReplyDelete
  3. Hello i’m surat call girls, Floks…Looking for teaching and unprecedented lesson Free Escorts In Hyderabad to meet your all remarkable need at that point I am all open to wrap up your request in Hyderabad with best esteem, call me for enquiry : 09000000000

    Book call girls: beautiful photo gallery escort in surat
    Book call girls: most expensive escort in surat
    Book call girls: Surat call girls whatsapp number
    Book call girls: female escort service surat

    ReplyDelete