During my first all company meeting at Seventh Generation, I stood up as the new Chief Marketing Officer and mentioned that I had no clue about marketing (yes - a lot of folks looked in disbelief at each other saying ‘who the heck hired this guy?’), but that I did believe in building resonance, relevance and bonfires.*
What rings louder and more true? Saying you are going to create a marketing plan, or saying that you are going to build a plan that optimizes the resonance and relevance between your brand and those you serve? Initiatives informed by the latter consider the whole - you, your culture, those you serve and the greater good. It’s a simple framework for decision-making. Does the initiative optimize resonance and relevance? If yes, proceed. If not, drop it.
Now consider the following. What ignites a greater sense of possibility and emotion - building a brand, or building a bonfire brand? A bonfire brand is something that galvanizes and mobilizes your evangelists. So ask yourself the following: Are folks gathering to talk about your brand? Do they defend your brand? Does your brand have evangelists that tell your story for you? Ardent critics that want to see you thrive? If no, ask yourself and those you serve why not? What can you do to ignite the fire? What are the keys to unlocking the possibility? If your brand is not a bonfire brand, then you need to be concerned, incredibly concerned. You are in essence replaceable. Conversely, bonfire brands have an effortless loyalty from those they serve. A few examples - Apple, TED, Seventh Generation, Nau, Whole Foods, Buckminster Fuller Institute, Kiva, New Belgium Brewery, Patagonia, Burning Man (literally and figuratively), and the Boston Red Sox. It is important to note that what matters most is not the quantity of voices at the bonfire, but the quality and depth.
One last thought. If you are as good as you say you are then people will be drawn to you. They will in essence bring the wood for the bonfire and stoke the flames. You will become a beacon and folks will engage in the bonfire. So for Christ’s sake stop watering down your story to make it mainstream. Let them come to you versus chasing them. You’ll stay true to your core and chances are, you’ll be stronger because of it.
* While I would love to have been the one with the creative capacity to conjure up the term ‘bonfire brand’, I first heard the term several years ago from John Olson @ OLSON & Company in MN. It has resonated with me ever since. FYI - he’s a fascinating, fun-loving and brilliant guy!
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Duke Stump has worked as a brand builder for more than 20 years, most recently for Seventh Generation and Nike. He is now principal and chief architect of the NorthStar Manifesto, a brand-consulting studio.
This column originally appeared on Duke's blog, The Real 100.
