Most brands are the adult version of a child at a talent show, eager to showcase their rudimentary recorder skills. Sure, they’re trying, but the audience? They’re just waiting for the next act. But then some brands don’t just play; they ignite the stage, leaving an imprint that persists long after the show1. That’s demonstrating potential, my friend.
Today’s market doesn’t need another sales pitch. That’s passé, a relic of old-school strategies that no longer cut it2. Brands need to display their product and radiate their vision, ambition, and unyielding drive.
Tesla didn’t become a monolithic brand by just selling cars. No, they sold a future of sustainable energy and groundbreaking innovation3. Apple didn’t ascend to its throne by merely selling computers. They presented a world where technology meets art4.
To demonstrate potential, brands need to sketch a larger-than-life picture and ensure their audience sees themselves in it. It’s about echoing the dreams of the consumer and matching their heartbeat.
But a word of caution to the wise: potential without substance is a bubble. And bubbles? They burst5. It’s about more than just showcasing what could be but ensuring a concrete plan to actualize that vision.
In the dance of market dynamics, brands should strive to be not just another performer but the showstopper, the one that leaves the audience clamoring for an encore.
As the great provocateur of the past, George Bernard Shaw, so eloquently puts it, “You see things; and you say ‘Why?’ But I dream things that never were; and I say ‘Why not?'”
- Entrepreneur: 7 Factors That Make a Brand Stand Out
- Harvard Business Review: Traditional B2B Sales and Marketing Are Becoming Obsolete
- The Rise of Tesla: How Elon Musk is Revolutionizing the Automotive Industry
- Forbes: From Leonardo DaVinci To Apple: Technology Influenced Our Society By Transforming Into Art
- Forbes: Why Product Development Is So Risky — And How To Lessen Uncertainty