GLORIFY AND CELEBRATE

01. Glorify and celebrate

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• We all share this deep desire to belong to something greater than ourselves.
• That’s why we have religions, heroes, nations, tribes, clubs, teams, sides, communities and political parties.
• Take advantage of this basic human need. Find something bigger than your product and put it on a pedestal.
• You could celebrate something intangible like a spirit, a human quality, an attitude, a way of living or a school of thought.
• You could eulogize an individual or a group of people.
• You could glorify an object or a place.
• You could even heap praise on a particular era, a golden age, a journey through time or a historic legacy.
• But at all costs, avoid the temptation to put your own brand on that pedestal.
• Be the priest, not the deity.
• No brand should glorify itself. After all, no one likes a narcissist.
• Instead, be the means through which customers can connect with a bigger and far more sacred ideal.

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