We cannot change our past. We cannot change the fact that people will act in a certain way. We cannot change the inevitable. The only thing we can do is play on the one string we have, and that is our attitude. I am convinced that life is 10% what happens to me and 90% how I react to it. – Charles R. Swindoll
Just because you can’t bear reality, doesn’t mean you should argue with it. Just think about our existence in this universe. We were born billions of years after it started to exist, and we will be dead and long forgotten before it ends. The conditions that allowed us to live this amazing life were created in a distant past beyond our comprehension through forces we can’t measure and understand. The sooner we accept these facts and come to terms with it, the sooner we may be able to live a proper life with a healthy perspective.
That doesn’t mean life is meaningless or without a purpose. It means humanity only counts in the immediate present. Your opinion. Your objections. They have no effect. Nobody keeps a giant Kindle filled with that record. What you have is in front of you. What you have is what happens.
That’s all you got. That’s all you control. Focus on that.
Brands are empty containers of meaning. Companies and marketing departments have a meaning they want the customer to believe, and customers develop meaning through interactions, both good and bad, with the brand.
This kid has a clear view of brands she has interacted with. She has a totally different meaning than the one intended to brands with which she has little experience. The brand is empty of meaning until we fill it.
A brand is meaningless until both the company and its customers create meaning through a relationship or experience with each other. Important to note: meaning is created by both the brand AND the customers. Understanding how your followers view you is critical to developing a successful and beloved brand.
You won’t be able to understand your customer by conducting focus groups, online surveys or social mentions. You need to talk to your customers. Which means getting out of your office and meeting customers in their environment. Experiencing how they engage with the product. Self-awareness is one of the most difficult aspects of branding.
It shouldn’t be about approval. It should be about learning.