Tuesday, March 8, 2011

Is absolutism written in your brand guidelines?

Some brand guidelines are like fine china. A little crack it loses its value. Mom goes yelling and all hell breaks loose. No one makes a noise. If Mom can sue she will sue us. Gosh, that means no more requests for anything else that week, if we are lucky. Mom may decide to tell Dad. Then, more hell. You wonder if it will all end. You may decide to run away from home.

Others are like an engine. It takes in air, fuel, and spark. It combusts, it takes the pressure created. But at the right time it releases energy. It lets go. That letting go powers the car. The car accelerates forward.

Is your brand guideline fine china or a big ugly engine block?

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