As a kid I used to avidly build model airplanes. I had this euphoric moment when I would open the box, all it’s aerodynamic pieces in perfect order, connected in a shapely grid by tiny, invisible joinery. Layered in perfect component parts.
We had a beautiful meeting on Wednesday of this week, presenting some work to Ambleside School of Fredericksburg. We have been working hard to re-align a core brand story statement into something that really relates well, but stands strongly and Zags hard. We started into a discussion on the statement. It provoked some old connotations that were, gently stated, not so positive.
It’s been the subject in many marketing meetings, brand strategy sessions and whiskey-induced musings for the past 5 years of my life. It’s something that we all revel in, talk about and wear as a badge of honor, claiming ourselves as early adopters and separatist fanatics. It’s an economic principle, leveraged into buzz-building marketing fuel.