Objections are always there. Dealing with them is basic to the sales process.
In my halcyon days as a translator of Japanese, I once read that "even good translations are like tapestries viewed from the back." I thought this apt because it was damn hard to do a good translation, and even the good ones were really reconstitutions of the same content in a new skin. There was nothing really direct about them.
My concern with brand fatigue is not that people become tired of a brand, but rather that businesses and nonprofits become prematurely tired of their own brand presentation and, as a result, push to change it before it has had the opportunity to fulfill its mission or even fully register and build power in the minds of their brand consumers.
Architects fell in love with Flash. I think it gave them the kind of absolute design control that they generally expect from the world. The problem, of course, is that the Internet no longer loves Flash, and it seems architects are slowly coming to terms.
A strong brand is not a luxury to be enjoyed only by companies like Nike or Coca-Cola. It is a key factor in the success and prosperity of all businesses and nonprofits, regardless of their revenues. Your brand health is guaranteed to have a significant impact on the consumer awareness of your brand AND your bottom line. It directly affects your ability to sell, to fundraise, to hire the best employees, and to grow. A healthy brand is the hallmark of a company or nonprofit that is prepared to prosper.
Our statement about brand truth—”We prefer truth. It gets you farther faster and holds tremendous power.“—was recently criticized on Twitter for being “grand and presumptuous.” My first reaction to this criticism was humor: “We just like it better than the alternative, and it’s a lot easier to keep track …”
I was asked to explain what I mean when I say, as I often do, "We are not in the business of demand creation." I usually go on to say, "We leave that job up to the big agencies" who seem on occasion to quite successfully create demand for products regardless of their actual quality.
In my experience, making good use of serendipity is a combination of things: actively setting up opportunities, a willingness to go with the flow of events, the ability to see the thing that arises by chance, and finally, being prepared to seize the opportunity—prepared both in the sense of being open to the possibility and ready to take advantage of it.