Christmastime is my favorite time of the year. I love watching the old 1970 Christmas TV specials that come on each year such as one of the Rankin/Bass Productions’ classics: “Rudolph the Red Nose Reindeer”. As I watched it the first of December, it deeply resonated with me and with what is going on in society and how we can apply that to our brands.
Rudolph was born with a red nose that can light up. His family was shocked and his father went to the extreme to cover his nose with dirt to avoid his son being different. As he made friends and was able to participate in reindeer games, his fake nose was exposed and Rudolph lost his friends. Even his girlfriend Clarice was forbade by her father not to hang around Rudolph. His nose was deemed a disability by society which made Rudolph sad enough to run away from home.
From a personal perspective, this hit deep as I’ve seen many instances where the parents of one girl were told not to become too “friendly” to a boy of a different racial background. Being different isn’t always a bad thing and being around the same type of people can become boring. I’ve benefitted from diversifying my friends and the colleagues I’ve associate with as they come from different backgrounds and experiences. Those that are different from you can teach you more about yourself than any classroom.
Now from a professional standpoint, brand managers can brainstorm ideas from watching this television special. Rudolph left home at a young age and returned when he was older. Those that were mean to him before apologized to Rudolph. Even Santa realized he could not delivery toys on Christmas Eve without Rudolph’s special ability. It is up to the brand managers and their marketing teams to understand how their product or service stands out in a sea of competitors. Could your company’s niche be attached to a trend that could go viral if pushed on social media? How can you best message your target audience that they cannot live without your product or service? These are good questions to ask yourself in preparation for any pushed message or campaign you will prepare for your company.