Be their guide
A friend of mine shared with me a campaign created for Alibaba (the Chinese Amazon). To celebrate the brands participating in its "shopping festival", ad agency Fred & Farid gathered all the brands' taglines in one film.
The voiceover spells out each tagline to formulate a story:
"I will change your destiny. You can be anything, always in beta. It takes courage to be forward-thinking. But hey, my beauty, my say. Capture different, ready for more, because you're worth it. Life's good, delighting you always. Live young, you've got no strings. Just do it. Live in mad intense, "off the wall" ways. Let's break the rules, keep walking and never stop exploring."
The major interest of this tagline-mix is to show the power of brands as life mentors. On the other hand, I would argue that the weakness of this setup is to depreciate the uniqueness of each brand. All the messages seem alike in the end. I personally feel that the most powerful one remains the pioneering "Just do it".
What do you value?
Pursuing a similar approach, I went looking for famous movie mentors' quotes and started thinking how these life lessons fit with the 9 values of the LoudStory method. See for yourself:
"They may take our lives, but they'll never take our freedom!" (Braveheart) values JUSTICE (sacrifice is the price to pay for it).
"With great power comes great responsibility.” (Spiderman) values JUSTICE (you should go beyond self-interest, especially if it's tempting to satisfy your personal satisfaction) and WHOLENESS (we are part of a greater whole, which means we have to think about the impact we have on others).
"Nobody's perfect." (Some Like It Hot) values RICHNESS (people are diverse and that's good).
"Life is like a box of chocolates. You never know what you’re gonna get." (Forrest Gump) values RICHNESS (life is full of experiences and you should embrace it).
"Fear is the path to the dark side. Fear leads to anger, anger leads to hate, hate leads to suffering." (Star Wars) values RICHNESS (we fear what we don't know, so to have no fear and be able to enjoy life to the fullest, we must acknowledge the fact that diversity means a richer life. Let's not fear what is different, let's embrace it).
"Carpe diem, seize the day boys, make your lives extraordinary.” (Dead Poets Society) values UNIQUENESS (as in "Be true to yourself") and PLAYFULNESS (life is short, you might as well enjoy every moment).
"There's no place like home." (The Wizard of Oz) values SIMPLICITY (don't look for the extraordinary, the ordinary is what you need to be happy) or TRUTH (you are what you are, don't look further).
“Man who catch fly with chopstick accomplish anything.” (Karate Kid) values PERFECTION (you have to sweat and make sacrifices to achieve greatness).
“In every job that must be done, there is an element of fun. You find the fun, and -SNAP- the job’s a game!” (Mary Poppins) values PLAYFULNESS (obviously).
If you want to think about the kind of mentor your brand is, there are 3 questions to ask yourself:
- What do you truly believe in, based on your past experience, that most people ignore or tend to forget?
- What is the most important message you need to share with people, considering the sociological, economic or political context?
- What higher purpose does your product or service helps achieve in today's world?