This post is about brands so stick with me for a minute.
The area I live in has been in a drought. It hasn’t been the “sure could use some rain” kind of drought — but rather the “kind that imposes water restrictions and stuff starts dying” kind of drought.
But for the past few days, it’s been raining. It’s the good type of rain — the slow steady kind that sinks in. And we needed it — desperately.
But I’ve noticed something in the past few days.
The rain was so needed that the local paper did an entire photo essay about the rain. In one of the captions, a woman says — “I hate the rain.”
A few months ago, when we were in the worst of the drought, I heard one of the weather kids on the local TV station says something to the effect of “30% chance of showers this weekend, but maybe we’ll miss it if we’re lucky so it doesn’t ruin your weekend golf game”
On the radio yesterday morning, the host was taking requests for a good rain song to celebrate the fact it was raining. One of the callers said — “I don’t like this rain — I’m not a farmer so I don’t really need it”. I guess she shops at the grocery where the food magically appears on the shelves. (She should read this book
The point is that even a “product” like the rain that is fundamentally required by people to sustain their lives — is not welcomed with open arms.
Your product/service is NOT as important as the rain.
Are you constantly wondering why people aren’t embracing your product?
Maybe they have a skewed worldview of your brand.
The rain’s “brand” has been reinforced by a culture as something that is bad. It messes up your car, it ruins the cheesy TV anchor’s golf game, etc.
What message is the current culture delivering to your market about your business?
Interesting. I’m not sure where you’re writing this from, but down here in Australia we too are suffering through a severe drought. Its only recently that consumers (I guess you can call them that if rain is God’s product) have started saying “We need it to rain.” etc.
Its an interesting question you pose, perhaps God needs to position his brand? Hehe.