Here’s a little something Woodbine’s former intern, Nick Sotolongo, wrote for the blog before he headed to to Argentina for a second ESL tour. Some good topline thoughts here about the need to think big.
One night while eating dinner, a friend told Christopher Columbus that discovering the Americas was not really such an awesome feat, and that someone else would have done it anyway. Columbus was, understandably, a little peeved and, looking around the table, challenged everyone to try and make an egg stand up on its tip. After they each failed and deemed the task impossible, Columbus crushed the tip of the egg flat and effortlessly stood it up on the table. Everyone immediately protested that they could have done the same thing. With this, Columbus’ point was made.
Changing a business dynamic in the marketplace takes big thinking, discipline and an understanding of how consumers connect with brands. Through our collective experience we have identified nine-and-a-half core principles for revitalizing brands; principles we can apply to every category or marketing challenge we face.