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Memorable Experiences

Memorable Experiences

For some, branding is more than ads and logos. For me, it is the pursuit of a "Compelling Promise, Delivered" (...still by far my favorite definition of brand). When people and organizations care to define a promise, and they ensure it is compelling, and I get to experience it being delivered to me - I remember. Like I remember my two daughters' grade school experience, evidenced by two alert and curious girls, and the amazingly touching summer vacation send-off ceremony the other day - examples of their school's brand experience, delivering on a compelling promise of inspiration and education. 

I am passionate about creating the brand experience, so I often think about Great Brands. Commercial ones, for sure - brands I learned to understand intimately and helped build, like IKEA and Pottery Barn; brands I experience as a consumer, like Starbucks and Apple; brands I toil to create and deliver, like (re)ALIGN; and then there is a brand from which I graduated... 

...25 years later and I feel as strongly about Cornell today as ever. I would venture to guess 99% of graduates feel this loyalty. I remember this brand, I remember my audacity to apply (living alone as a 19-year-old sales rep in a new country), my gratitude to those who helped me pursue it, and I am thankful for having been exposed to big thinkers on campus, and learning they put their pants on one leg at a time like the rest of us. 

Here, a recent graduate made this 4 minute video about "This is....Cornell." Any of us - entrepreneurs, customer service gurus, merchants and marketers, CEO's, sales people, and company owners would be proud to have a customer (or a student in this case) document their experience with our brand this way. Enjoy! 

After viewing this video, we ask ourselves: what story would our clients tell to describe the experience with our brand? What would that video look like?


This Is from Alex Silver on Vimeo.

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