Assume that I can

Happy Friday,

How was your week?

Did you enjoy having the cold come back in full force? Me neither. I would have traded it easily for a week in Miami or paired it with 3 feet of snow.

High awareness is often seen as the holy grail of brand building. 

But I would argue that it can also be its kiss of death(not the movie) by having too much of it. Said another way, everyone knows the brand, but it is no longer a brand for you or anyone. 

When it happens, a series of steps need to be taken to correct the trajectory; promotions and pricing are deployed, keeping sales up while the heavy lifting on architecture and promise is done to relaunch a stronger, better brand for you to reconsider. 

Easier said than done, 

Now, imagine having to do it for a cause.

Yesterday, 21/3, the CoorDown group delivered a masterclass on shifting perception and regaining consideration. Canadian actress Madison Tevlin delivered a powerful message about what she's faced with in Assume that I Can, inspired by Marta Sodano, who introduced the "self-fulfilling prophecy" concept in a 2019 speech explaining her every day. 

Breaking down stereotypes is hard, yet it's done elegantly and powerfully.

Another one that comes to mind in achieving such triumph is SickKids, showcasing patients as ultimate fighters, helping everyone see what they should see, but most importantly, seeing themself as conquerors.

Having a known brand is the "easy" part, keeping it considered is the marathon.

And sometimes, looking at it from a different vantage point makes a big difference in being considered.

Until then

See you next week