In the Puddin' - Puddin' at the Movies Series
When facilitating Learning Experiences, I sometimes utilize the movies as an entertaining, universal example of certain brand and experience principles. I should not have then been surprised when a participant recently suggested that I use movies as a series subject for the Puddin'. Great idea.
That said, I am aware how very clever and vocal some of you readers are. I have no doubt there are a few of you out there prepared to quickly point out that the platform of The Puddin' is to provide real-life examples (not crafted). Technically, you've got me on that technicality, but I will argue that since movies are virtual experiences that the masses share, with characters that we identify with as "friends", "enemies", "love interests" etc. - leading to thoughts and discussions about them and their circumstances as naturally as we would talk about 'real people'. So I say perception is reality and it meets the intention of The Puddin' if not the letter of the law. That's my story and I'm sticking to it.
Not convinced? Have it your way. It just so happens that I have picked a movie based on a true story. Problem solved. As it is also the first evening of Monday night football this season, it only seemed right to choose the cinematic classic, 'Rudy'. If you have never had the opportunity to watch it, stop reading now. I will completely ruin the movie for you and that would be a shame. Go out and rent it, or NetFlix it or whatever and get back to reading this entry after you had a chance to take it in.
Besides the fact that the movie in well-written, directed, acted and has an unbelievably inspirational story-line - Rudy also draws out one of the most overlooked advantages of having a devoted brand champion - they are ready and willing to tackle your brand performance.
The beginning of the movie sets the stage quite nicely as you watch Rudy, conditioned as a boy, into the importance of being loyal to the Notre Dame football brand. One of my many favorite moments in the movie is the scene where Rudy and his childhood friend, Pete, are gathered around the Rudiger family TV set watching a game. Pete respectfully asks Mr. Rudiger (Rudy's father) if at half-time, it would be possible to watch a few minutes of another college game. Sternly and with a tone of solemn importance, Mr. Rudiger explains, "We only watch one team in this house...Notre Dame. Isn't that right, Rudy?" Rudy utters a positive response with a proud grin - never letting his eyes leave the experience of the Notre Dame game on TV.
What an incredibly clear example of total brand devotion.
For those who have seen it, you already know the majority of the movie focuses on Rudy's passionate pursuit to play Notre Dame football against all physical, intellectual, financial and social odds. Very moving. For those who have not seen it, I really did attempt to persuade you to stop reading...
Rudy does eventually make the team as a walk-on player. Basically, a live tackling dummy for practice. The movie shows scene after scene of Rudy being pummeled by teammates twice his size during team practice. Bruised, bloody and most often defeated, Rudy consistently scrambles back to his feet to perform yet another tackle.
By far, my favorite scene sequence occurs when one of the largest players on the team avoids tackling Rudy on the next play. Rudy immediately responds with anger that his large teammate avoided him instead of tackling him directly.
Shortly thereafter, Rudy performs a tackle on another player who is furious and picks a fight with Rudy for "playing so hard at practice - like it was the SuperBowl".
After practice a group of the players stop Rudy to ask him why he plays so hard at practice and attempt to talk him out of pushing everyone so hard. Rudy then goes on to explain that, "If I let up, if I take it easy on you, then I'm not doing my job to make you better and getting you ready for the next game".
I could play that scene over and over it is so perfect. Why? Because that is what a truly devoted brand champion will do. Fight. Attempt to force you to become better so that you can continue to be the best.
And here's the irony. Unlike the movie Rudy who is showered with incredible honor beyond his wildest imagination at the end of the movie, most devoted brand champions are rebuked for tackling a system, service, product or business to make it live up to the grand place in their mind they feel it should be.
Think about it. How do organizations usually treat the customer who is disappointed in their experience compared to their higher expectation of what brand promise should have delivered? Pretty much exactly like Rudy's two teammates treat his efforts: with avoidance or some level hostility due to the fact that he demanded more from their performance.
Unlike the movie, organizations do not carry customers around on their shoulders for tackling processes, procedures and products that need practice. But they should. Instead, they are unfortunately usually labeled as "unreasonable", "high-maintenance", "difficult" or just plain "crazy". Too bad. It is these customers that think so highly of your brand, they are willing to tackle you in order to improve and live up to the elevated status of your brand in their minds.
It was Rudy's passionate faith and respect for the strengths of Notre Dame football, that made him willing to do whatever it would take to have that brand be a part of his lifestyle - performing as many bloodying tackles necessary to help his favorite brand continually perform at a higher level.
Who are the 'Rudys' in your customer base? How about in your own internal team? Who is willing to tackle you in order to make you stronger? Who is willing to go out of their way to tackle whatever 'plays' you are running with the expectation that their devotion, passion and efforts will make a difference and create a better performance. I'll take those high-maintenance, crazy, tackling brand champions all day long.
Do your brand a favor and take the example of Rudy to discover:
- Who your tackling brand champions are,
- How you can embrace and honor their challenge to make your performance stronger, and
- Who your team members are that resent acting like everyday is the SuperBowl.
As far as your consumer brand champions are concerned - every experience your brand performs should feel like the SuperBowl. Otherwise, be prepared to be tackled for your own good. --Dolores McKay, ZAG Group CVO
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