Branding and baking
How a brand value and some overripe bananas gave me a new outlook on life.
At the end of last year, my company (Simple Truth) held an all-staff event to unveil our new brand. Along with it, they revealed our brand values.
Be simple. Be true. Be imaginative. Be generous. Be game.
Anyone who has spent any amount of time with me knows that I am a creature of habit. I like patterns. I walk the same way to and from home every day. I stand in the same spot waiting for the train every day. I like to go to the same places, on the same days and eat the same things. (Editor’s Note: typing all this out makes me realize how crazy/boring I am). What’s worse, when anyone or anything tries to interfere with my carefully structured world — I panic, I pout, I push back.
That being said, I was surprised to realize that of all these brand values, “be game” would be the one to help change my world for the better. How? Last week, for reasons that are too dumb to explain, it came to my attention that National Banana Bread Day was fast approaching. What follows is “be game guy” and “can’t do guy” battling for control of my brain.
Where did that come from?
Be game guy: You could make banana bread.
Can’t do guy: What? Who said that? Me? First of all, I don’t bake. Second of all, I don’t bake. Nice try brain.
Did I mention I don’t bake?
Be game guy: I just Googled how to make banana bread. The recipe is really simple.
Can’t do guy: I may have mentioned this already, I don’t bake. Also, where would I get bananas at this hour?
Be game guy: At 2 pm on a Monday? Have you seen your desk? You always have rotting bananas on it. In fact, there’s proof on Simple Truth’s Instagram!
Oh, god…the grocery story.
Be game guy: Ok, here’s what you need at the store: flour, baking soda, salt, butter, brown sugar and eggs. That’s it.
Can’t do guy: Oh god, I have to go to the grocery story? By myself? Do you NOT remember the Valentine’s Day Dinner Disaster? I bought vanilla yogurt instead of plain yogurt because I thought vanilla yogurt WAS plain yogurt. My wife is still laughing at how bad that meal tasted!
Be game guy: You’re 39. You can do this.
Can’t do guy: Baking soda? Like the stuff in the fridge? Is this it?
Be game guy: OMG, yes! How do you not know what…never mind. That’s everything. Congrats!
Wife has the flu. It’s up to (us) you.
Be game guy: Ok, you don’t need your wife’s help. First, in a large bowl, combine flour…
Can’t do guy: Well, that went EXACTLY how I thought it would.
Be game guy: Relax. You can’t make banana bread without breaking a few…
Can’t do guy: DO NOT.
Be game guy: eggs.
Can’t do guy: I hate you right now.
Wait, this doesn’t look wrong.
Be game guy: It looks great! You did it.
Can’t do guy: Yeah, but I’m sure it won’t rise or will end up burnt to a crisp.
Be game guy: Look at that! It’s banana bread!
Can’t do guy: Yeah, but I’m sure it will taste awful.
That actually felt kind of amazing.
Be game guy: Everyone loves it! Don’t you feel great!
Can’t do guy: Actually, that felt amazing.
Hey, I’m Jason, a senior copywriter at Simple Truth. If you ever want to discuss branding, baking or both, send your tweets to @fiveoutstogo.
