"Every revolutionary idea seems to evoke three stages of reaction. They may be summed up by the phrases: 1- It's completely impossible. 2- It's possible, but it's not worth doing. 3- I said it was a good idea all along." - Arthur C. Clarke
Our history has been significantly marked by the revolutions that have taken place in it. These are events that transcend in such a way, that diluting its effect could ever be achieved - at least for short periods of time. Whether political, ideological, technological or moral, revolutions stir the waters of a status quo that may seem to be comfortable for many, but also harmful and obsolete for many others.
A revolution is a part of society’s natural evolutionary process. It is a sharp manifestation of a radical change of thinking and acting in a collective entity, victim of its own methods and systems. Revolutions represent the excitement of a repressed dissent, but nonetheless always fed.
As culture changes, marketing and brands are not immune to these events. Consumers are increasingly rebelling against traditional brands, which they ignore with a more strident disdain in their primitive forms of communication and offerings.
Nowadays, in order to be successful, a brand must create its own revolution. It needs to alter consumers' view on the market, and therefore, the way they communicate. A brand must be self-critical in order to find a way to be truly transcendental and live up to it its expectations. It must establish trends, break paradigms and rediscover itself constantly if it wants to be at the head of the game.
The only way for brands to do this is by rebelling against old traditions and ways, and by questioning its practices and decisions. It means it has to be in a constant state of discomfort, and not establish roots with any method.
Here are some variables to consider when carrying out revolutionary ideas. This exercise is not intended to establish a "law" or final parameter. The reader is free to add, replace or correct any mentioned variable:
Brands must be willing to take calculated risks. Most of current strategies are based on previously known ideologies and roads already traveled. Revolutions demand certain risk though facing uncertainties and the capability to implement corrective actions immediately.
Fundamental practice of discovering new forms of communication and bonds with the consumer. The brand that does not experiment is headed for obsolescence, halting it from developing things beyond what its always done. Making it not able to embrace its possibilities, innovate and stand out in the marketplace.
Every brand effort should represent a true value to the consumer. People do not buy products if they do not perceive value from it. Whether its stems from the characteristics of the product itself, its communication strategy or promotional offer, every variable must be designed to generate a higher perceived value far above even the actual one.
A revolution is not synonymous of waste. Resources should be optimized and targeted towards the strategies that create more engagement and impact. Communication should be timely, accurate and relevant. Simplicity is certainly a an aspect to consider.
Brands must inspire love to the consumer in order to create a strong emotional and irreplaceable bond. A revolution doesn’t take place without a considerable number of followers convinced and in love with an idea.
Brands must become something unique and a symbol for the individual who uses it. People like to think they are one of a kind and products need to reaffirm this sentiment.
Try, and try, and try, and try…
Brands cannot only perform monologues during these times. Customers should be involved in every effort set forth by organizations. They need dialogue.
A revolutionary idea cannot progress without optimism. This is the main fuel and inspiration to take action and implement strategies. It's also the boost that keeps us standing and making things happen.
Don't being frightened!