Excellence. Boldness. Authenticity. Humanness. Greatness.
There are many, many traits that have been used to define "the greatest
of all time," and who, most would agree, was the most recognizable
person on the planet.
Muhammad Ali redefined the modern athlete and the pride that defines
his race. So often we look back with longing at the influence and impact
of a person's life of Ali's stature, but never consider what that
person's greatness can teach us.
As a student of branding, I've learned that brands resonate best when
they become personal to us and critical to how we "do life."
Whether it's the car I drove to get here, the keyboard I'm typing on or
the coffee I'm sipping right now, I chose these things because, in
large part, of the way "I feel" about them.
To achieve that connection, brands through their marketing must exude
desirable, aspirational qualities that transcend how well they perform.
When we reflect on Ali's life, we can actually get an object lesson in
branding that stands the test of time. Of the many things we can learn
from "The Greatest," there are five characteristics that any of us can
aspire to, whether as individuals or as marketers of brands.
Excellence
This is the price of entry. Without it, game over.
Ali was the world heavyweight champion not once but three times. His speed, footwork, power and strategy became legendary.
When a brand competes in its own ring, that same commitment to
excellence is a requirement. Excellence wins. It not only keeps you in
the ring (as in Ali's case) but keeps your product on the shelf and
moves it to the shopping cart.
Boldness
Ali was the definition of bold. Brash. Confident. His life was
punctuated with exclamation points. He commanded our attention — and got
it. In a world slowly being neutralized into a dull state of
sensitivity, he remained ever sensational.
So often brands are so careful not offend or alienate that they lose
their edge. Take a cue from Ali's life all you brand managers out there —
people (your customers) will take notice and admire you for pushing the
envelope.
Authenticity
Ali adopted a religion, changed his name, took an unpopular stand and
put his reputation and livelihood on the line. An amazingly courageous
thing to do now and 10 times more so in the 1960s. This was born of an
authentic, genuine passion that was a buttress against the waves of
criticism that followed.
In seeking a way to leverage good PR and loyalty in the marketplace,
brands will go shopping for a cause to attach themselves. Those
decisions are driven not by conviction of ownership or management, but
by trends and demographics. This tactic may work for a season, but
unless it's authentic, it and the brand will soon fade.
Humanness
The Champ made us smile and laugh. His poetry was spontaneous. His
sparing with sportscaster Howard Cosell was entertaining. In short, his
public persona was spirited and energetic.
Of the many recollections about Ali's life, I was struck by the fact
that he would never refuse an autograph — a result of the disappointment
he experienced as a kid that stuck with him his entire life.
A key component to being human is being empathetic. It gives you
tremendous insight to the human condition and a means to address and
satisfy someone else's needs. It's in this same way that great brands do
the little things, often with a unique "signature" that makes them
memorable and endearing to their customers.
Greatness
This is best described as the summation of "all of the above." Muhammad
Ali proclaimed himself that he was "the greatest of all time." In
retrospect, he proved it meant something time and again.
From his career in the ring, to his fight against the disease that
crippled him later in life, to his support of charities, to his sheer
celebrity, Ali became iconic. Something we can all strive for in our
markets … or within our own piece of the world.
Paul Friederichsen is CEO of BrandBiz and a former creative director of McCaffery and McCall Advertising, a division of Saatchi & Saatchi Worldwide.
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