Since corporations are made up of a body of people, the company as a whole can suffer actual physical symptoms like an individual. One of the maladies nearly all corporations are afflicted with is myopia. Myopia is defined as: nearsightedness. the lack of imagination, foresight, or intellectual insight.
Here is a true story
Some years back the advertising agency I was CD at had a well known international gas transmission company as a client. It was a truly great brand with excellent service offerings. Wisely, they had turned to outside agency experts to help keep their world-class brand awareness in the forefront.
Our answer to their brand awareness need:
Situation and solution:
If you are a natural gas customer, having a dependable gas supply on time, every time is at the top of your priority list. This world-class gas transmission company delivered on that promise. In developing their advertising solution to communicate that promise, I poised a “what if” scenario to their target audience. What if your gas marketing company did not have solid connections? What if the difference in receiving gas on time came down to one single weak link in a chain of connections?
The presentation of the solution and the internal maladies it exposed:
The idea was bold and “spot-on”. The problems began when the first layer of client contacts balked at the negative approach. They exhibited corporate myopia. Knowing the objective in all advertising viewed at the speed of light is to arrest attention, to their credit, our account team kept selling up the food chain. They did so to about three tiers. Finally a client director with foresight and boldness was willing to stick their neck out and run a solution that would accomplish what they were after.
If your company is suffering from corporate myopia the remedy is simple it takes personal courage, determination and toughness of character to move the ball forward down the field. Overcome your corporate myopia often requires that turn to an expert, trust their judgment, then be willing to take the prescription. Do this often enough, your corporate culture will be transformed and your name be made famous.
Guts and truth.
That’s how you build a world-class brand.
Here at Lamb Creek, we call that Brand CojonesTM.
Lamb Creek is a, digital ad agency based in Kerrville, Texas just north of San Antonio.