Finally. Someone’s Putting the ‘and’ in Brand
Join me in celebration of the next gen of go-getters, change-makers, and idea factories.
I find up-n-coming generation endlessly inspiring. Their ‘out with the old; in with the new energy is giving me life. I loved it when Millennials normalized therapy, redefined ‘the extra mile,’ and gave the Hiesman to generational trauma. I love when GenZ blows the lid off all of the ‘isms and calls out the BS. Catch me cheering on every last disruptor, status-quo smasher, and maverick mind putting an end to the way we’ve always done it.
I. Am. Listening.
So there I was, ‘dry erase’ marker in hand, writing down all of the answers George Mason University Student Innovators were shouting out when I asked the question: “What is ‘B-R-A-N-D’?” and it hit me. I had nine answers on the board — nine! 🤯 — before someone said “logo.”
<cue the old timer affect…> Back in my day…
…which was, oh <checks watch> five minutes ago, any discussion around ‘what is brand?’ started with logo, look, fonts, color palette, icon. The idea that “branding is a feeling” or that “brand is what people say about you when you’re not in the room” or that “brand is your reputation brought to life in words, actions, and images” was pretty out there—pretty, pretty, pretty, pretty—out there. It’s always been a sell to get people to get brand.
Well, say no more. Because the Zoomers totally get it. When I heard “perception” I was ready to go full James Brown in praise the Gods of Brandventure and Marketing Merriment.
Literally yes.
And whist we spent the next hour learning the construction of a Positioning Statement, and why anyone would bother writing one, this moment lives rent-free in my GenX brand strategy heart. Because once you understand how brand is like culture—everything, everywhere, all at once—it’s easy to understand why you should put some intention behind it. Control the conversation, shape the narrative, and get great at setting expectations with brand promises that do not disappoint.
Business is zooming, IMHO, if this cohort of Generation: Entrepreneurial Energy getting peer-to-peer support, resources and a maker space, and mighty, mighty mentorship are any indicator. Each one of these folks had something to say…and something to contribute.
They already know that businesses that rise to the challenge of putting their brand purpose on a continually improving positive feedback loop, iterating, ideating, and innovating, will enjoy more top of mind dominance in the marketplace. Why? Because the competition for hearts and minds in customer loyalty will come down to those who give their people something to believe in and those who don’t.
I couldn’t be happier to feel the winds of change in the zeitgeist.
Goodbye conversion wars and hello magnetized shared values. Sniff you later buy-buy-buy-sell-sell-sell and welcome in corporate purpose. 86 competition and FOMO; you are in luck, this is the place to positively influence perception…that’s how we’re gonna win.
Join me in celebration of the next gen of go-getters, change-makers, and idea factories. We’re gonna need all the help we can get.
CONGRATULATIONS
Three cheers for GMU Student Innovator Mastermider Zachary Suh, the first attendee to successfully submit a fully-realized Positioning Statement for his own business, EderlyEats.
Zach’s valiant efforts to make the most out of the MIX Mastermind earned him a fresh copy of Ross Brand’s 100 Livestreaming & Digital Media Predictions V4 and a brand new purple Sharpie Ultra Fine Point (THE choice of original copywriters all across Anne Arundel County) and $5 (+ $5 matching cash prize from the Assistant Director and my friend Lisa Shapiro)
COMMUNITY BUILDERS, TAKE NOTE
The Student Innovators MIX Mastermind is a program just finding its way. If you have something to give — time, influence, resources, sponsorship, funding, or support — please show some love to Lisa D. Shapiro, M.Ed. | Assistant Director, Entrepreneurship Programs Office of Research, Innovation, and Economic Impact (ORIEI) | lshapir4@gmu.edu
