I require my toaster to make toast.
If my toaster frequently burns the toast, I will replace it without thinking too much. I have a strictly functional relationship with it. Does it do the job it is supposed to? If it is made by Westinghouse, Tefal, KitchenAid, or any other known brand is of much less consequence than its function. This is especially true if I buy one which calls itself “the best”. I will switch it out. No regrets, no forgiveness.
The theory runs something like this: If you have an infinite number of monkeys with an infinite number of typewriters and an infinite amount of time, they will eventually write the complete works of Shakespeare.
People forget about the flip-side, however. If you use the Infinite Monkey Strategy (IMS) you need an infinite amount of account managers sifting through an infinite amount of paper just to find the three or four words which will talk about your brand. And of course, you will be paying infinite over-time for it.
And what’s a typewriter?
A glittering star dressed to look undressed and singing someone else’s songs may become a YouTube or Vine sensation overnight. She may go viral. She may have a million views and a million followers. But is she famous?
Yes. But.
The kind of fame that is useful in personal branding is the kind that endures. It is not about getting people to look but rather it is about engaging a very wide audience consistently. Woody Allen is famous for a lot of things, but the main reason is that he has consistently delivered quality films for nearly 50 years. He gained attention early because of his talent and (it must be said) hard work. Woody Allen’s goal was not to become famous – he wanted to make films.
The only thing you needed to buy was a dozen eggs, but somewhere on Aisle One you were Brand Attacked!
It happens when people, sitting idly around the marketing department, start wondering how they can engage new consumers better and faster.
“Let’s attack them!”