Thursday, October 6th, 2011
My first 'Brand Awe Moment' was inspired by my first computer - my Mactintosh llcx with its 40 mg hard drive. I was empowered like never before.
In 1989 I bought my first ever computer, a Macintosh llcx desktop, at the time near the top of the line with its whopping 40 mg hard drive. It was expensive, but I needed the help given I didn’t have secretaries anymore. And my creative folks had told me ‘it was easy’ to operate. The occasion was the founding of Thomas Marketing Services (now the corporate parent of ThomasBoston).
As I explored how to create a simple document in my new office in Marlborough, I couldn’t help but wonder how the machine in front of me seemed to understand my faltering moves. But it did. And I it. When Margaret Gerding, my art director who had an office down the hall confirmed I’d done the right thing to print the doc with a merge name field, I was pleased. And when it printed, I was simply elated.
At that moment of seeming minor success, I experienced what I’ve come to call a ‘Brand Awe Moment.’ I was empowered. And with it came an easy willingness to become an early adopter of computer technologies, which I am today with the Web and Social (well, certainly for my demo).
Roger Moore had his Volvo P-1800 in The Saint. Mine, 'La Bamba,' was red, a '64 with a wood bumper. When the '62 engine I changed out myself started up, it was a moment of joy.
As I look back, it was also when I started to formulate my thoughts about the Whole Brand. My goofy little Apple Macintosh computer had become a big part of my life. But it wasn’t just the computer that excited and intrigued me. I liked just loved the whole idea of what it let me do, and how it expanded my view – even before the advent of the Internet.
And as newer ones came out, I could do more. And so could my creatives, as they worked through the graphics arts software the ever more feature-filled Apple’s hardware that processed larger files, which was designed for designers – in my mind one of their first brilliant strategic Brand decisions.
Most amazing, I became a proficient troubleshooter of Apple products. Each intuitive success evoked a feeling not unlike the time in college when I decided to change out an engine in my ’64 Volvo P-1800 by myself – and after changing a spark plug wire it started up in its familiar gutsy voice. I drove that P-18, sans hood, for 2 joyous hours that day.
Today I’m as awed by my new MacBook Air as that first llcx. And for so many reasons (its instant booting is surely one). But bottom line, in fulfilling its function, that which was already beautiful on the surface has become exceedingly so within my general senses. It makes me happy. And I tell everybody as much.
As I ponder the life of Steve Jobs tonight, it surprises me how fully enmeshed my life has become with his Brand(s). Not just his technology, but his inherent belief in the goodness of people. His strong will to live a life that brought change, and inspired us to it. I think that’s what the Steve Jobs Brand was all about. His zen. And in my mind, his understanding and focus is at core of a great business Brand.
Today is a day I'll recall as I did with the death of John Lennon. 'Keep looking, and don't settle." Thank you Mr. Jobs
It’s an amazing jumping off point for a discussion about what it is that makes a Whole Brand. About what a Brand such as Apple does to make itself so desirable it becomes a point of pride for its fans, part of their own Brands.
Brand is not just ‘what’ it does, but why people care. And there’s no question people care about this man’s values, as is so evident in the outpouring of true love for Mr. Jobs tonight. And about the Brand into which he breathed life. And Apple is but one Whole Brand; we’ll look at many more.
And of course, time will tell if the seeds he planted will take full root in others at Apple. But you know, I think I’m going to buy some Apple stock. Because something deep inside me tells me they will. I don’t think I’m the only one.
Pax.
Tom Lanen, CEO, Founder + Brander, ThomasBoston
PS: Have a great Whole Brand you’d like to discuss, either yours or another’s? Please the form below or email me at: BrandToPeople@thomasboston.com. Or join me on Twitter @ThomasLanen And there’s always the phone: 508.497.8900
