Brand Assets & Diversity
Several years ago, I deposited my beloved Mini Coop in frustration to my neighborhood auto care because the engine was performing poorly on the highway. Upon reaching a certain velocity, the car would suddenly shift down and go slower in response to my foot literally hitting the gas. Each time a surprise, the engine’s new proclivity continually placed me in jeopardy of being back-ended at high speeds.
The owner of the vehicle repair shop smirked a little upon hearing my tales of woe. Specializing in Minis and having serviced my car in the past, he did not even peer under the hood before reflecting wryly, “Do you think the problem could be your two bald back tires?” For you non-car aficionados like me, today’s engines can apparently detect the degraded capabilities of tires and protect the driver by refusing to travel above a safe RPM. This was not the first time that I missed important factors or had drawn faulty conclusions in the world of car repair. I rely heavily on the proficiency of trusted experts in this area.
Branding is another story.
I think about that incident sometimes when reading reviews and listening to podcasts of my favorite prestige tv shows. In the wild and wooly realm of online commentary, how do reviewers not see what I see? As a storyteller, I recognize the impressive patterns and intentionality of the writing on shows like Fargo and Only Murders in the Building. Why are the commentators focusing on this detail that clearly does not matter? How are they blind to the important elements of the story? Or, having made note of the standout quote of the episode, how are they drawing the wrong conclusions when the writers have clearly directed a path to understanding?
In his book on creative writing, A Swim in a Pond in the Rain, George Saunders describes his Ruthless Efficiency Principle (REP): Every structural unit 1. Must be entertaining in its own right and 2. Advance the story in a non-trivial way. I, along with fellow creatives, have internalized those directives for commercial art. We feel this responsibility keenly when building a brand story that sparkles, however, aspiring to the REP requires active bravery.
Like so many other functions, leaning into the creation of an electric brand narrative and accompanying marketing materials with confidence benefits from a diverse pool of voices. I heartily agree with the many important and humane arguments for combating systemic discrimination in the workplace expressed by thought leaders in the field. Here is a pragmatic one: it’s good for the brand. Construction of an institution’s brand story will be exponentially more comprehensive, sustainable and polished having undergone the natural push-and-pull of engaged discussions among peers hailing from different demographics. The resulting brainstorming process might be messy and uncomfortable. It will probably entail more time and resources. It will be worth it.
A diverse workforce also provides a safety net for creative thought. It is easier to be bold and brave when you reduce the risk of missing the obvious bald tire. No one enjoys having their “best ideas” challenged. However, major brand misfires like Nivea’s Middle East campaign or the Kendall Jenner Pepsi TV spot could have been so easily avoided had a rich spectrum of people been seated at the decision table on either the client or the agency side. The very best idea for the project could have been yet to come.
A team of cognitive scientists and consultants imagine new processes for more durable learning in their book, make it stick. To prepare for exams, they present arguments against common practices like rereading highlighted phrases in textbooks and studying lecture notes, and argue in favor of interleaving and mixing concepts. For example, rather than hitting a predetermined number of fast balls, curveballs and changeups in the same order, they recommend that batters practice a number of different types of randomly interspersed pitches forcing more complex thinking. Most applicable in the context of this article is their suggestion that “our judgments of what learning strategies work best for us are often mistaken, colored by illusions of mastery.” Reading the same lines over and over to study may feel productive and comfortable, however, research reveals that this practice fails to produce learning that is long lasting. In a similar fashion, brainstorming with people of like minds on a brand story or marketing campaign can feel efficient and pleasant. But in my experience, developing a brand narrative with stakeholders who possess a wide variety of world views and perceptions inevitably yields brands that are deeper and more durable.
