A Sticky Issue:


A Sticky Issue:

To truly get through to your audience today, you can’t tell them what to think. This point cannot be stated strongly enough: nobody likes to be told what to think or what to do. You have to show them. And make them feel it. Imagine Nike doing a pop-up ad that said, “Buy our high performance shoes NOW!!” Instead, what Nike has done for the past 30 years is emotionally connect to athletes and wannabes in ways that let them know, “Hey freaks, we get you.” In doing so, it has built a community of millions who strive to put down the chips and guacamole and “Just do it.”
 

Or the new lifeform spotted at Brokaw Inc. this week?
Don’t worry, folks, it’s not an alien. It’s just Ryan. He’s our new digital designer, who brings with him some serious design skills, a keen eye, and a giant fruit basket that his mom had delivered to the office on his first day at Brokaw. (Ahhhhh Ryan . . . that is so sweet. But seriously, when are you going to break open that Colby Cheese stick?)
 

But it’s a lot easier to engage people when you’re selling sneakers, right?

Absolutely not. Saying that you don’t have an engaging product, service, or industry would be the “easiest way to get off the hook,” as Mark Silveira points out in Ordinary Advertising. And How to Avoid It Like the Plague. If Altoids can make breath mints compelling, if Kaiser Permanente can make healthcare provocative, if Michigan can make Michigan appealing (is that possible?!?), you can develop groundbreaking, sticky ideas in your category, too.

Sticky what?

You know, ideas that stick with you long after you turn off the TV or log off the laptop. Ideas that can make you say, “What happens in Vegas, stays in Vegas.” Ideas you can’t learn at Harvard Business School because there aren’t any formulas for them. Ideas that turn negatives like being number two in the rent-a-car industry or turning a small, ugly, cheap German car into positive brand attributes that resonate with millions of people. Ideas that can make you pay $4 for a cup of burnt brown water. Or order a Mexican beer just so you can quote “The Most Interesting Man In The World.” Or forward a bottled water video to 20 friends. Ideas that are so powerful they don’t just build sales. They build factories. Now that’s sticky.

Speaking of Sticky . . .

Did anyone see the strange new lifeform that was spotted in a North Carolina sewer this week? What the?!? (Sorry to ruin your lunch.)

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