Idea Sandbox

In a previous post I mentioned being in NYC during the 2005 Marathon as a spectator supporting the runners. Cheering crowds were a source of strength and power especially in providing a personalized cheer for runners.

Go Gene!

Run Jenn Run!!

You can do it Greg!!!

As a spectator, it was a bummer when you saw someone struggling who you knew could use a boost – but didn’t have their name written on them… You wish you knew what to yell to keep ‘em going. (In speaking to some of the runners after the race – they had commented how it kept them going to hear their name belted out…)

There were many common ways runners put their names on themselves… Some more effective than others… The best were…

• pre-printed shirts, names printed on the front, and

• large printed names, with permanent marker

The labeling that didn’t work so well included…

• magic marker on the arm – too hard to read as they ran by, especially with arms swinging
• lettering on the back of the shirt – by the time you could read their name – the runner had passed
• small print – too hard to read from a distance
• non-water proof marker… sweat and water caused these names to bleed and become illegible
• tape… sweat and friction caused these to peel off… By mile 18, JUDY became UDY, DOUG was OUG and THOMAS was HOM.

In my twisted marketing brain, I began to think of these different labels as simile for the way companies manage/communicate their brands.

Those with pre-planning select an approach that lasts… one that holds firm and reads clear even in the most trying situations.

Others, with good intention and a better-than-nothing approach, improvised with whatever they could find… This may have worked for the first couple of miles – but in the ‘long run’ the end result was something blurred, torn or with missing pieces.

Finally, there are those who don’t/didn’t take the time to worry about ‘identity’ at all. They couldn’t be recognized by name – in some ways – were sort of lost in the crowd. (Not to, in anyway, take away from the hard work and accomplishment of these runners). They probably had a harder run than those who could be personally cheered and recognized.

So to extrapolate a lesson for companies…

If you want support and recognition from bystanders or customers…

• Have an identity and plan it ahead of time.
• Create a medium that will stand the test of time and the stress of the race.
• Finally, make your mark large and bold in a manner that allows customers to recognize you and see you coming.