When Jean-Remy von Matt, co-founder of Jung von Matt, and his mother once sat in a beer garden, his mother ordered a small beer. The waiter replied with a curt ”Why don’t you come back when you're thirsty” – an incident that stuck with von Matt. He always remembers these words when a client comes to him and says ”we want to defend our market share”.
”Why don’t you come back when you’re ready to increase in it.”
Of course, communication is a way to affirm an image and strengthens opinions. But first and foremost, it is a focused way to change opinions and create new perspectives, to improve and sharpen an image. Communication is the force that should generate high momentum, not just an approving nod. It only shows its full potential when it can set something in motion. Thus, a typical prerequisite for great communication is that a brand wants to reach for the stars and achieve a goal.
If communication only had to secure an existing image, it would usually not be worth the money spent. The best case scenario is that you end up in the same place. But the worst case scenario is that you end up with less than you aimed for. You’ve got nothing to lose by aiming for ambitious goals. Actually, the more ambitious the better.
Famous brands are built on the exciting, the eccentric and the experimental – and proven to be more profitable. They’re in control of their own destinies as they are aiming to grow their market share, every year. Our most successful work is based on ambition goals. Take BMW/MINI for example. Or MTG. Or The Royal Swedish Opera.
When you return to the office after the summer holiday and start planning for 2018, why set up a goal that’s no greater than your current situation? Give your brain permission to think in ways it has never done before. Ask questions like ”what would it take for customers to willingly pay more for our products?”, ”how can we really differentiate ourselves?” or ”what if we could be the game changer?”.
Set the bar really high. Aim for fame.