WHAT HAS YOUR BRAND ACHIEVED?

You told us about your new product.

You might actually have entertained us for just under 30 seconds and your social media may have perfectly matched in tone of voice the work we saw yesterday at a bus stop. You may have got us to actually sign up and we may have not found your ECRM campaign to be offensive or interruptive. You might have nailed your beautiful sportswear branding across every channel in the mix with complete aesthetic synergy and, while you may have crafted a brand experience with the purity of the TLC

Waterfalls video, we still love Nike more.

Because while you were getting a great deal on some cross tracks and that cool site in Shoreditch, we just read on Twitter that it helped an incredible person run a marathon in two hours. Then we saw it on Facebook. Then on our actual televisions. Then, as we shared the shit out of it, we watched the making-of and subscribed for the documentary because, while you were buying the space on the back of a bus, they just helped propel human achievement.

Did they mention your brand in a focus group? Or did they mention your brand in every sports history lesson in every school everywhere from the year 2017 and every news channel on the planet just after they said the name Roger Bannister?

“Did you make a good ad?” is one question. “What are you in service of?” is another.

It’s a good question for a brand. And a better question for an agency.