How To Suck The Cool Out of a Campaign

By Tom Nixon
Alchemy

How To Suck The Cool Out of a Campaign

Step 1: Form a committee.
Step 2: Over-think it.
Step 3: Make sure you please everybody.

Looking for a sure-fire way to take all of the creativity, panache, impact and stickiness out of your brand? Creativity is nothing a committee can’t fix! Allow us to demonstrate, using one of modernity’s most memorable and recognizable taglines:

Comment: “The tagline MUST be accompanied by the logo at all times. Please correct and resubmit.”

Comment: “Better, but now it’s too small. Why did you crop it? Anyway, how will anyone know what company this is for? Please include our legally approved corporate name. Don’t forget Registration marks.”

Comment: “Now we’re getting there. Do we need the trademark under the tagline as well?” “In fact, let’s take this conversation offline…”

Time to Second-Guess the Strategy

“…There. Just wanted to share a few other concerns. I’m worried that “Just do IT” is overly suggestive. We need to be sensitive and consider all stakeholders. We are a sports brand. Shouldn’t we be specific? Please share some additional taglines before we send to Creative for design treatments.”

JUST DO SPORTS

JUST DO ATHLETICS

JUST WIN, BABY (AT SPORTS OR ATHLETICS)

JUST EXCEL.

JUST EXCEL! (exclamation point for added emphasis)

Comment: “I think all of these are steps in the right direction, but I don’t think any of them capture the fashion-forward ethos of our heritage. We need to convey both that we are an athletic apparel company and that we are a premier fashion-oriented retail player. Please revise and resubmit. Also consider our leadership position in the category.”

MANAGING YOUR SUCCESS ON THE ATHLETIC FIELD OF PLAY, ONE SPORTING CONTEST AT A TIME.

ELITE PROVIDER OF SPORTS APPAREL AND FASHION-CENTRIC COMPETITIVE GEAR.

Comment: “Great builds! But you’re leaving out our competitive spirit. If you can infuse some of that, I think we’re there. Great work!”

MANAGING YOUR SUCCESS ON THE ATHLETIC FIELD OF PLAY, ONE SPORTING CONTEST AT A TIME…FOR THE WIN!

ELITE PROVIDER OF WINNING SPORTS APPAREL AND FASHION-CENTRIC COMPETITIVE GEAR GENERATING AMAZING OUTCOMES.

ENGINEERING SUCCESS THROUGH THE UNPARALLELED DELIVERY OF EXCEPTIONAL, FASHION-FORWARD ATHLETIC GEAR AND APPAREL TO ACHIEVE MAXIMUM PERFORMANCE.

Comment: “Love the new idea! Let’s run with that. Tim voiced a valid concern that we’re not promoting the fact that we’re a global organization. And Susan made the excellent point that we’re really in the business of forming partnerships with our customers. We sell solutions, not clothes. I’m faxing you a few additional redlines. Final tweaks, then let’s get this off to Creative to really make it sing, and have HR and Legal give their blessing and finalize.”

Finished Product:

Comment: “Perfect! Now…what’s our go-to-market strategy? I’ll form a committee and get on everyone’s calendar…”

Moral of the story: Less is more…you know that.  Just do it.