Bravery and innovation

 

Or why some companies and people are more digital than others 

Real innovation requires a strong passion for something you know to be true, something you will go the extra mile to bring to life. This passion and commitment only comes from bravery as you are likely to find many hurdles along the way. And all of us have overcome many of this in our lives, we are all brave...as much as we are all creative.

The video below tries to define bravery, and I have been struck by a great definition: "something you are scared of doing, but you know needs to get done".

You can also check this video from TED on the subject.

I will not get into the details of why brands tend to produce average content and commercials. We all know them, but I would challenge that iconic brands are mostly built thanks to a willingness to change the status quo, and this requires guts.

That has been the key driver behind a lot of the great ads and video contents created in the last 3 years. Bold marketers and agencies teaming up together to produce unique experiences and leverage the amazing opportunities digital brings to the world of brand building.

Thank God, we are getting closer to the tipping point where virtually not doing such things will be considered old-fashioned, and going the content marketing route will be totally mainstream. See for example how Nissan has had to apologize to consumers for over-saturating them with its Rogue launch commercials in the US.

While this happens, I would like to offer some FREE advice.

• Don't wait to be the last to jump on the bandwagon. It is always cooler to get there first and think that as we say in Spain "it is better to ask for forgiveness than to ask for permission". After all, when did you loose your passion for changing the world.

• Just do it. If a brand of sausages and ham like Spanish Campofrio can succeed with commercials and contents that do not feature a single product, in a private label dominated market, then how come your brand can't. The brand resuscitates one of Spain's iconic clowns and he tells us, together with other famous living comedians, how important it is in the middle of the crisis to remember all the good things Spain has. 

• The Connected Consumer wants to participate, choose and engage with authentic experiences - they want to shape the world. That is why they tend to amplify messages that generate postiive feelings and that make them look good in front of others (see "The Science of Social Sharing" from Unruly). Give them the opportunity to do so, you will not regret. 

• And remember, ultimately innovation It is all about you, not your company. In my experience with clients from the marketing arena in many different companies, the problem with innovation and creativity has not been in the company, but on the people. Check for example how Volvo Trucks has captured our imagination and drove home some special messages through a clever use of a previously neglected media like online video. 

Finally, if you are stunningly brave, try surfing a tsunami and go over it, like our friend Chuck Norris has done on top of the previous Volvo Trucks Ad. And this will be the subject of a future post - RTM or Real Time Marketing.

Special Warning: Don't try this at your corporations, only to be done by true brave branders.

More to come.