9 Minutes is a Long Time for a Brand, but Well Worth the Wait.


Pizza night is a tradition in our home. And of course, it's on a Friday. Pizza night allows us to wind down from the week, talk and generally just be together. Enough about that.

My favorite pizza is sausage, pepperoni, and green peppers on Naan bread. I love it! To me, it doesn't get any better than that. The part I hate is the cooking time...9 minutes. I mean 9 minutes! It has to be the longest 9 minutes of my life. But when the oven dings and it's time to eat, it's like every second was well worth the wait. And that my friends, is an experience worth having.

The things that make that pizza great are the ingredients congealing together into one tasty dish. You know it's going to be great. Everything is coming together right when you want it to. The hard part is waiting. Waiting for the time for the ingredients to come together. So what do we do? We rush. We forget an ingredient. We promote something more than the other. And what happens? It does not meet the expectations that we wanted it to have and we are disappointed. The experience is rather lack-luster or horrible. We end up throwing it away or pawning it off to the dog. It becomes something we never meant it to be.

That's what we do to our brands. Brands are not as fragmented as we think. We just have ingredients all over the place and we're impatient. We should be building and designing a brand for the experiences people will have with it, not just for the sake of competition and "innovation".

Give your brand elements time to marinate. Incubate on an idea for a while. Let it simmer. Let it congeal. Wait the 9 minutes! When we rush something just to get it to market, we become just as impatient as our customers. Then we all lose. How many new ideas have come across just lame or have been missing something? How many times have we used a product or service and asked ourselves "How in the world did they miss that?"

Our brands are complex and the experiences that come with them should be intoxicating. People shouldn't have a problem talking about them (in a good way). We shouldn't have to ask them to say something on social media. If it's a great experience, they will tell someone. They'll even brag about it!

So the social experiment that I had yesterday is still going; I'm just giving it some time to bake. And that's a good thing.

 

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