Going Out On Top
The sporting world was flabbergasted when its beloved "Lightning Bolt" placed third in the final solo race of his career.
What was interesting is that instead of using the term "placed third" many are shouting that "he lost" from the rooftops. Now, I am no big sports fanatic, but to me, the runner who 'loses' is the one who comes last. Not so in the cruel sport industry, though. What can we learn about branding from this experience? Thing is, your product or service may be the best in quality and performance. And you rightfully want to prove it. But sometimes, it's vital to know which battle to choose. Not all battles need to be fought. Associating your brand with what has become known as an inferior performer can actually hurt it and have the converse effect to the one you intended. There are many battles in the sales and advertising industry; a lot of noise. One of my taglines has always been, "I don't compete, I create."
Unlike track and field, advertisers are not obligated to run the same race as their opponents. At Bolt's level, he could have chosen to compete or not. As advertisers, we all have a choice with regard to the race in which we wish to run. Choose wisely.
Lots of love & good vibes, Veoma Ali
Veoma Ali is an Advertising Executive, with a Ph.D in Communications and a Masters in Business Administration.