“Why not upset the apple cart? If you don’t, the apples will rot anyway.”
~ Frank Howard Clark
Have you seen the following video from a few weeks ago? It features a guerrilla marketing strategy of organizing a faux flash mob in Belgium to promote the launch of Turner Network Television’s TNT Benelux network. This video of the live event has seen incredible viral success; in fact, it has been viewed over 30 million times and it’s the second-most shared ad ever. I’m guessing that the Turner Network got what it wanted out of it. Thirty million people across the world now wholeheartedly believe that “TNT Knows Drama.”
Yes, But My Business is Different…
It’s a pretty phenomenal video, isn’t it? But, of course, it’s not for every business. Still, it came to mind as a counterweight to an issue that I’ve seen again and again: The failure of too many businesspeople, lawyers and other professionals to understand that Bland is a Bad Brand.
In fact, some whom I speak with seem especially proud of their stodgy brands. It’s almost as if the blandness is a point of honor for them, as if it conveys the importance and the gravitas of what they do. (“You won’t see me playing around with Twitter or Facebook,” they say.) Forget about flash mobs and guerrilla marketing; these businesspeople are hesitant to engage in any marketing activities that someone, somewhere, might possibly see having too much risk. I’m talking about fairly standard marketing tactics such as writing a blog, giving social media a try, putting some personality in their bios and posts, that type of thing.