Comments on: Tina Fey on Amy Poehler on branding now

By: Jack Smith

Jack Smith — Wed, 29 Sep 2010 05:50:37 +0000

Tinay Fey really looks a lot like Sarah Palin`~~

By: Debbe Hirata

Debbe Hirata — Sat, 11 Apr 2009 12:43:46 +0000

Deep within our consciousness, and in our own unique DNA, lies the truest knowing of our selves … a no-bullshit-this-is-who-I-am reality. Those who believe in that reality and act on it become a clear brand which through its truthfulness naturally attracts others, who may or may not be on the same level of truthfulness. The level doesn’t matter. What matters is that something in the truth of you attracts the truth in me and if I am honest with myself by engaging with you or your brand I will come to know a greater truth about me and perhaps my own brand if that is what I choose. It becomes a collective consciousness then, moving toward the truth of the reality we live in and the reality that is ready to unfold before us. It is a process which answers an inner call to discover and engage in truth as it is expressed in the awareness and being of each individual. It is a human drive within, what some would call a “need”, to know the fullness of truth…but a “need” which never shows itself as needy. And it is that confidence contained in the brand that another must trust in order to meaningfully engage it.

By: John McCreery

John McCreery — Wed, 08 Apr 2009 22:50:47 +0000

Consider Apple. There is no sucking up to Macintosh and iPod fans. Instead what we fans enjoy is the repeated “Wow!” when the next insanely great thing comes along.

By: Domen

Domen — Wed, 08 Apr 2009 02:32:58 +0000

It’s INTERESTing how the word “disinterested” somehow crawled into the debate. I think “disinterested” is precisely what Poehler is not. As argued by Godbout, disinterest should not be confused with a lack of (self)interest. It’s just that her interests are different (as Grant and Tom point out). It’s precisely her refusal to engage into the usual “I’m-pure-hearted-and-altruistically-devoted-to-you” tug for affection and approval. Poehler’s confidence means that she can retain an interest and do what she feels is INTERESTing, while the mass brand strives for the disinterested ideal.

By: Tom Asacker

Tom Asacker — Tue, 07 Apr 2009 16:53:55 +0000

Hi Mike,

For what it’s worth, I don’t see the “attitude” per se as what attracts. I see the attitude as the organization’s position that what’s truly important is not the audience’s impression of the brand, but rather the brand’s ability to make the audience feel a certain way about themselves; smart, cool, empowered, etc. Does that make sense?

So to answer your question, I think being “disinterested” in what people think of you and supremely interested in how your brand can “kindle a light in the darkness of mere being,” (Jung) is important in good times and, especially, in bad.

By: Mike

Mike — Tue, 07 Apr 2009 15:28:29 +0000

Grant (and others): Do you think that this type of brand “attitude” is more effective (and welcome) in times of high market confidence and less effective in times of macroeconomic uncertainty? This wouldn’t explain Poehler, per se, but do you see companies moving away from a “disinterested” brand and toward a more familiar, comforting brand “feel” during times when there is more turmoil and uncertainty in our overall economic future?

For what it’s worth, I don’t see that as conflicting with any of the above (the blog itself or the two other comments), but more of an extension of the idea…

By: Henri Weijo

Henri Weijo — Tue, 07 Apr 2009 11:54:07 +0000

Douglas Holt had used similar language in his 2002 article “Why do brands cause trouble?”. He said that brands need to be “disinterested”, meaning that brands should not show a profiteering motif to consumers.

I guess this “rule” could be universally expandable, at least to some degree. We’re definitely drawn to the purpose-driven or “pure at heart” politicians, religious figure, rock band etc. It’s just that for brands, profiteering has become the ulterior motive.

By: Tom Asacker

Tom Asacker — Tue, 07 Apr 2009 11:08:10 +0000

There it is! I’ve been saying and writing one specific thing for years, but many “marketers” continue to find it confusing:

“It doesn’t matter what people think about you and your brand. What matters is how you make them feel about themselves and their decisions in your presence.”

Poehler doesn’t care what you think about her, but she certainly cares about how she makes you “feel” in her presence.

Thanks Grant.