Many brands have become a mess. Without identifying any, let’s assume that some brands have multiple logo variations, extend themselves too fast to remain controlled, use mixed messages and lack clarity of vision. How does a brand reclaim itself? First, have everyone refer to the brand standard manual and get your communications in line. Voila! You’re on your way.
What about the inverse, when you’ve got a mess that could benefit from branding? We could apply the usual tools: interviews, color dynamics, identifying mentors and attitudes- but that assumes that you’re dealing with a product, service or an awareness campaign regarding a given issue.
Without getting into Politics, let’s get into politics. Every politician running for office develops a singular message, a platform and subsequently a brand. This includes a name, a candidate logo, a party affiliation logo (donkey or elephant), a slogan, and perhaps even a song if they get clearance rights.
This leads us to the fly in the ointment: Occupy Wall Street. I believe there’s an opportunity for discovery here regardless of your opinion of these gatherings. An array of people has gathered with their own agendas and demands. Some call them heroic, and some call them idiotic; some don’t see a message, and some say there are too many messages. Regardless of anyone’s opinion, Occupy Wall Street has managed to command attention as well as inspire similar gatherings around the country and globe.
Some say Occupy Wall Street is a mess that could use some direction. But that’s what we say, we in the world of branding. That’s what they say, they in the world of reporting. However, I think it’s safe to say that this mélange of people camping in financial districts the world over would be wary if not rebellious of anyone trying to give them a logo or develop a simple single message with bells and whistles. This is why I think there’s an opportunity for discovery. If our ways of branding are rejected as a form of communication, is there an alternative? Will this hodgepodge collection of discontent reveal a new way of communication and transformation? And if so, could it be able to be applied elsewhere? We’ll have to wait and see. but they may be on their way, on 10/18/11, they made the cover of the New York Times.
Update, from the New York Times:
"Occupy takes its name from the occupation. If Occupy continues without occupations, what provides continuity with those people in Zuccotti Park? The slogan." — David S. Meyer, a professor at the University of California, Irvine, on the staying power of the slogan "We are the 99 percent."