18/08/2022
WHEN DOES YOUR BRAND MAKE A TOUCHDOWN?
A touchdown is the most important part of an American football game.
This not so easy feat, is what every team plays for. That moment when the ball hits the ground signifying the end of a successful run.
The fight, hits, near miss hits, shoves, runs, strategy, motions, are all geared towards achieving as many touchdowns as possible in the game.
Every game has its own touchdown; for football, it’s the moment the ball hits the net, for sprinters, it’s when they breast the tape, for high jumpers, a curved back that makes no contact with the woodwork.
For BRANDS, a touchdown happens at that moment when authenticity (genuineness, legitimacy, validity, truth, realism…) resonates with AUDIENCE; no pretenses, no make belief, only pure connection. Sometimes, these moments aren’t even glaringly magical.
When core values sit in comfortably in the minds of target, a world of possibilities emerges.
It’s like Chris and Ms. Ventura “meeting themselves the second time”, in the movie, Maids in Manhattan. Chris introduces himself as a congressman while Ms. Ventura introduces herself as a maid; each of them totally at peace with their status and personality.
When a brand projects its authenticity and in the process charms its audience, it signals the beginning of a fairy tale ending…they live happily ever after!
