When Jerry Seinfeld was asked by Elaine about men’s anatomy after swimming and how certain parts experience “shrinkage,” Jerry’s reply became an instant classic: “Like a frightened turtle.”
As funny as this was, it’s unfortunate to see that too many brands lose perspective when planning their next move, experiencing their own shrinkage in the process.
One fundamental reason is not the choice they make but the one they don’t choose to make.
A Frightened Turtle Isn’t a Strategy. It’s a Reaction.
If branding steps are too tentative and too small in scope, they’re too small to make a difference.
If they’re bold, embracive, and informed, they can not only change the future course of your brand but the industry that your brand is part of as a whole.
THAT is where the magic is.
Small steps are evolutionary.
Big, bold, embracive steps are revolutionary (a topic I frequently write about).
So the question that I ask in today’s One Minute Wednesday is: Are you creating an evolution for your brand? Or creating a revolution in your industry?
To crystallize the problem, what brands think is a big move is often too small a step, a small maneuver in the scheme of the bigger picture, very much like that frightened turtle above.
Something no person or brand should ever have to endure.
Become astute in your observation, smart in your branding, and big enough in your scope of vision, and you will not only be unstoppable, you’ll be swimming with the sharks and coming out alive.
