You don’t give Bobby line readings mister–ever. Or consumers.

Catching up on my blog reading, I saw this on Adfreak and later Brandflakes. Reminds me of a recent Chris Walken interview in which he responds to requests for different line readings this way: “I’m sorry. I have no idea how to do that.” Maybe it’s this recent tour, but lately I always try to find a brand lesson in everything. There’s one here, even for creatives: don’t give consumers line readings. An actor is hired by a director for his particular look style, cadence, mannerisms, etc. They are who they are; that’s why you hired them.

(Same with creatives. Give people a goal, sure. But don’t then also sit there micromanaging them by telling them how to achieve that goal by having them do it your way.)

Consumers also. As much you try and control the message reading, what they do with your brand is out of your hands. Sit back, enjoy the ride. Like any good ensemble cast, consumers have a chemistry with others and that brand. Could it go places the brand may not like? Sure. (Tell me anyone at Coke would’ve approved videotaping a Mentos/Diet Coke bomb ahead of time? Yeah right. Everyone hates freaky stuff until a video gets a few million YouTube hits, then it’s “Hey, we need to be a part of that magic!”) More often than not though, consumer experiences with brands go places that aren’t so bad, and on occasion even result in something special.