BrokerageIndustry News

Just another fruit smoothie

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

While viewing video footage of a customer appreciation event thrown by one of our broker clients, I was alarmed by the soundtrack the videographer chose: "Satisfaction" by The Rolling Stones. This song, replete with sexually charged lyrics and anti-commercial messaging, played over two minutes of families and friends sharing in the day's events. I e-mailed my concerns to the videographer. His return e-mail suggested I might be reading too much into it. The song was meant to be fun and serve up a bit of irony. That it did. Soon after I received feedback from the brand manager of the brokerage who echoed my concern. Case closed. Score one for the brand sentinels. I'm hardwired to think like this. I'm plugged into considering the implications of everything and every idea beyond the fun. Beyond the irony. And ask questions like: "Is fun and ironic consistent with the brand or might those attributes be confusing to loyalists who might view the brand as stra...