Sentinel For The Brand  Looking out over the shifting world, there is what is flowing out and what is flowing in.
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The question for this editorial might be “do you look out” in the nature of seeing what’s happening in the marketplace, and what that might mean in the evolution of strategy and messaging? These days, I’m on the road more than I’m at home. Traveling from client to client, place to place, you see things differently. And when you’re traveling, you tend to find yourself more on the lookout than not following, or focusing on the trend of change. Moving, you are the change.
In the work we do, we are looking out for our clients, acting as a kind of sentinel in exploring the nature of the circles around them. These days, the examination of brand, and the incipient strategies of direction, will be less about merely watching the competition but more about what the brand actually stands for. A traditional path might be to position, or lay the groundwork for a ringed strategy of defense. Rather, we look out, study the horizon, analyze what’s happening, and look to the stance of the brand in relation to its authentic character.
But that process, and meaning, needs to be a study of the trends that affect a community, the interlacement of the brand, a series of relationships that interweave, and the reality of the truth of the delivery of the brand. Look true.
For brands to be alive, they have to be active, and activated. To this conception – action, forward reaching, looking out – they have to be perpetually activating their connection to the situation.
Remember to Look Out – Look Back – Look In.
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