By Peter Getman
Principal Brand Director

When it comes to creative execution of a brand’s big idea, very good doesn’t cut it. It needs to move a culture away from its habit to even try your brand. That’s a brand agency’s job, to move cultures. Entire cultures. Move them emotionally, physically and away from their “known”, into the “unknown.” Consumers don’t like the unknown … that’s why we’re afraid of the dark.

Think about it, at the moment of purchase, the second they buy something new, all they have is a promise of value from your brand to them. They don’t know for certain, for themselves, until they’ve actually tried it. It’s damn hard for a very good creative execution to move this emotional inertia. We live in a world of brands where good isn’t good enough to be anything but murdered by your competition. A competition that has a creative team that wants to beat the snot out of your brand position.

This creative spirit is exactly that—a spirit in an individual that doesn’t stop at “very good.” When you surround yourself with these creative mavericks the culture you create is infectious. You’ll feel it the second you walk into the agency. Energy. Raw Energy. Seeded in thoughtful and sincere enthusiasm for your brand. If you feel infected, stop looking for a cure and hire that branding agency on the spot. The chemistry is right to achieve the extraordinary for your brand.

Feel it. And go.