Nothing is ever done, or decided or defined once and for all. Is it the what? Yup. Is it the who? Yup. Do those things change over time? Yup. Do the prominence of their roles evolve throughout the course of the relationship? Yup. Will we (the “marketers” or “branders” or whatevers of the world) ever stop thinking of the next way to connect, to build, to inspire (and how best to define it)? Nope.

We live ‘in progress.’

The WHAT makes the initial connection (between customer and company). The WHO sustains the connection and turns it into a movement (sustained people-powered success).

I’ve learned a lot about movements from being a part of a global organization focused on this. Movements are organic, not corporate. Movements are indeed about the “who” more than the “what”. However, the “what” is what gives the movement its momentum. Relationships are at the heart of a movement but it takes a common goal — a shared vision that allows it to be flexible enough to be a movement.

And this can be quite difficult as a movement grows. Structure is needed but too much is a constraint. Relationships can become strained when the “what” takes on various shapes.

Movements are delicate. But movements are powerful.

I can’t tell you how many prospects I’ve visited who have said we want to be perceived this way but our clients and prospects see us that way. That gap is the biggest problem I see in branding.

So I think you need them both…

…that become movements

No one is making a brand image for anyone. It’s different from person to person, but when an identity becomes a movement it becomes a “who”. Who are the people that love you. Who are the people that are passionate about you. Who are the people that are spreading the word about you. Apple, Nike, and Volvo all have their identities and they all represent what you say, but it goes beyond that into the realm of the people that are talking about it. Then it’s a who.

A brand identity is one thing. A powerful brand identity is another that becomes a movement is another. I’ve seen it first hand with Rage Against the Haze. As soon as the teens take hold of RAGE it becomes what they say it is, and it becomes a who. We don’t define who they are but by creating something that someone can take ownership of they make it who they are on their own.

I think that’s what spike was trying to say.

Apple=creative
Nike=performance
Volvo=safety

I never want someone making a brand image for me. I want them to want me the way I am. So “what” your brand identity is…well it’s everything isn’t it.

But I ain’t drinking your kool-aid, matter of fact drinking any kool-aid is pretty limiting when you think about it.

Thoughts from a branding guy.