Building Brand v. Displaying Brand

The world exists on a rotating axis.

That single fact has many implications, but one that is most obvious twice a year: winter and summer solstice.

Yesterday, June 20, marked the “longest” day of the year for the northern hemisphere.

This is life; small moments existing between big pillar moments.

In communications it’s no different. There are the big pillar moments of flagship product launches or new initiative announcements. But at the end of the day, the rest of time between those pillars is marked by minutia.

And that minutia is exponentially more important than the big pillar moments. Brand is built in the every day and the mundane. Brand is displayed in big pillar moments.

Getting that backwards is fatal to building something people care about.