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It’s in Indy

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Ollie and Rudy are probably bellied up at a local saloon talking about Notre Dame Football and the Milan High Indians tonight. Rudy can remember sports before all this twittering and tweeters. And Ollie shot a basketball underhand in a varsity high school basketball game so his opinion isn’t highly valued from an athlete’s perspective; however he’s part of the conversation because he made the shot. Ollie’s equally important, if not more important to the conversation though because he’s, to use Dave Kerpen‘s motto, Likeable.

One Hundred Fifty million people in 232 different countries will tune-in to watch Super Bowl XLVI on television. More people than ever before will also be tweeting, posting and sharing their Super Digital Experience simultaneously during this Sunday’s game. The world-famous Super Bowl commercials will air and ten days later no one will be talking about them. But this year more so than ever, digital integration during the Super-expensive commercials will transpire. Ad agencies probably realized after millions of wasted dollars spent on commercials, that people are not buying their products because of commercials on television. Consumers buy for various reasons, but it’s rare that we would buy a thing because we saw it on television. It’s much more likely that we participate in a conversation with people similar to us, be moved to action by someone we trust and purchase a product or service that came recommended. So instead of pushing mediocre ad campaigns at consumers, ad agencies will serve as connectors and amplifiers of their intended audiences this year more than ever before.

The energy surrounding the game will become a constant build of marketing buzz as the top of the Indianapolis skyline becomes visible from Southbound I-65. A groundswell of chatter and excitement will build as fans purchase, participate and talk about it at every opportunity. I included. – The party last night, the hotel room, the players to watch, what she’s wearing, who is going to be there, what club is open late, where to eat… All captured by that simple yet most important character of the week. The hashtag (#).

The hash tag has changed the game of football as much as any rule change since they started wearing plastic helmets in 1939. Every player has the opportunity and responsibility if he chooses to accept it, to broadcast himself and promote his brand to his fans. Likewise, fans have a platform to say whatever they please for the entire world to see by simply placing a targeted hash tag before their comment. Brands, services, celebrities and basically everyone who’s in Indianapolis will be influenced in some way by the hash tag (#) this week. The Super Bowl Committee has even constructed a social media control center to serve as traffic directors for the most talked about player this week in Indy… the hash tag. #invizible_ink #NFL #superbowl #Indy

Talking About Schema

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I earned a minor in Psychology at the University of Findlay because I took 21 hours of it before deciding to major in English. As a result, I learned about “Schema” from Milton Peters, professor of my Psychology II class. He quoted Piaget’s Stages of Cognitive Development while speaking of Assimilation and Accommodation. During a Piaget discussion on the second floor of Old Main, we discussed Schema and the human behaviors associated with it. Fast forward 10 years and I’m sitting in a WOMMA conference breakout session, captivated by Steve Knox the CEO of Tremor, as he taught how schema related to WOM marketing.

To summarize the various definitions of the science; a schema is a mental structure we use to organize and simplify our knowledge of the world around us. We have schemas about ourselves, other people, technology, eating, exercising and in fact almost everything. For example, a child may first develop a schema for a dog. The child knows that a dog has fur, four legs and a tail. When the child encounters a cat for the first time, he might first call it a dog because it fits his schema of a dog; he sees an animal that has fur, four legs and a tail. Once the child is told that this is a different animal called a cat, he will modify his current schema for a dog and create a new schema for a cat.

During the session, Knox presented an image of the Miracle on the Hudson. Sully saved hundreds of lives that day and solidified schema-consideration as part of the marketing mix. When we look at this image we see something that disrupts our schema. We associate planes with the sky and not water so it’s something that we will remember and talk about. Would you be surprised to know that ten days after the Miracle on the Hudson there was a small aircraft crash that killed 14 people in upstate New York? I doubt any of us remember that plane crash because we weren’t talking about it. Unfortunately that story is true. To complete the analogy, when planes crash, schema allows us to know what happened to the passengers without having to see the wreck, although we can’t help but look. And we can’t help but look because a train wreck, like an air plane on the Hudson River with people standing on the wings is many degrees away from what we believe to be ordinary… and when it’s extraordinary, we talk about it.

Seventy-six percent of Americans talk about at least one brand every day according to a 2009 research study conducted by the Keller Fay Group. With three out of four consumers talking about brands, it’s essential that Brands give them something to talk about; and one certain way to ensure they are talking is to disrupt their schema.

Super Moments

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It was January 1988 the first time the game made me emotional… It was 17 days into the new year, I was 10 years old and my fandom for the Cleveland Browns culminated at the moment Earnest Byner (# 44) took a handoff from Bernie Kosar. I was with uber sureness the Browns were going to score the game-tying touchdown in the AFC Championship Game, but to my dismay, followed by a 10 year old tear falling at disbelief; The Fumble.

Football has made me emotional numerous times for many different and unrelated reasons but most recently in Dallas at Super Bowl XLV. The National Anthem to be exact. I heard Christina messed up the lyrics but I was in my own world reminising the first time I heard the rendition wearing a New York Football Giants uniform and didn’t even notice she messed it up.

My most gratifying memory of playing football came the first time I suited up in an NFL uniform. The game was televised on ESPN and as the National Anthem played, I realized I made a life-long dream come true. It was a personal and special accomplishment, and to this day, when I hear the National Anthem I go back to that moment in New England and get goosebumps… No matter if it’s at a high school basketball game or the Super Bowl, it’s that particular sound of the game that takes me back.

This past Sunday I had the priviledge of attending SB XLV with a profound and distinguished group of people who crossed a variety of walks of life, but came together as football fans. I truly enjoyed every conversation I was a part of leading up to the game, and I had the opportunity to make new friends with some very cool people; but when the National Anthem played and the jets flew over the stadium; It was time for reading linebackers, picking up blitzes, and recognizing cover 2 defenses. After years of football film watching, it’s just how I watch a game. Everyone around me was excited, cheering, and anticipating the kickoff of Super Bowl XLV while I was imagining running down the field on the kickoff team, cognizant of staying in the correct pursuit lane, and wrecklessly looking to make the first tackle of Super Bowl XLV.

There are often indescribable experiences and personal moments that make a game memorable, a career definable, and a moment… a moment. These sports moments are experienced uniquely by an individual and often times, never spoke of; rather kept in a memory bank and recalled when a new experience triggers the sounds, sights and smells of a particular moment. The game is a ame of inches they say, but to me it’s a game of moments. A few special moments that made a career meaningful, and memorable.

Attitude Reflect Leadership, Captain

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Attitude reflect leadership… So very true in sports as well as in business, family circles, and pretty much life in general. The first time I saw this movie I was a second-year player at the University of Findlay, and frankly the thought of never playing football again mixed with an emotion-enhancinig potion left me wiping tears from my face as I sat on my beer-stained college couch. If you haven’t seen this movie yet I find it incredibly unbelievable that you are finding the time to read this blog, but just in case my mother hasn’t seen the movie, I won’t ruin it for her and give away the entire scene and ending. Ultimately though, one of the main characters, Bertier, doesn’t play in the most important game of his career. It’s heart-wrenching to follow the character through the entire movie and watch him as well as all the characters grow and become leaders in their community and school and then not to have the chance to paly the final game.

Bertier in many ways is the protagonist in this movie however he probably wouldn’t want to be considered above anyone or more important than any of his teammates. As one watches “Remember the Titans”, Gerry Bertier stands out as a true leader and captain and embraces it throughout this movie. He gives us multiple examples of his emotional intelligence as well as his passion: Two qualities I believe every leader must possess. Bertier’s passion is reflective in nearly every scene he is present, most noticeably when he is on the football field. He loves playing the game, and he loves his teammates, and he loves his coaches. He respects them and he leads them with a passion that only a captain can lead with.

In my opinion the greatest word in any language in any dictionary is passion. Every great leader has it and no person has ever been their best version of themself without having a passion for something that drives them. A person who is a leader demonstrates their leadership by showing others that passion through acting selfless for the betterment of a particular cause. When a leader begins caring more about being recognized and getting credit for contributing to a cause, the pureness of leading is lost and while their still may be passion, leadership is deduced and the organic reward and fulfillment of leading a cause fizzles. People see through self-righteousness and that passion is weakened.

The scene above where Julius and Bertier are having a conversation and Julius challenges Bertier is an epic moment in the movement that changed not only their friendship, but the team and the school and the entire community. It was in this moment that Bertier showed his true self. His true emotional intelligence was apparent as he handled the situation as a true captain should. When Julius challenged him, he collected himself and he thought about what his teammate was really saying before disagreeing with him. He considered his options and became open to making a difficult decision, and he made his decision because it needed to be made for the greater good. The look on Bertier’s face right at the end of the above scene is memorable because the look on his face as he hears Julius, is a look of surprise, but also a look of reality. In that particular moment I believe Bertier realized that he wasn’t doing everything he could for the football team and that he needed to do more. He needed to find a way to make them better because inside Bertier’s man-sized heart was a kid playing a game that he passionately wanted to win.

Bertier was a utilitarian throughout the movie and although the best interest of both the white and the black communities’ greater good was a risky and difficult leap to make, he took that leap by putting himself out on a limb. He took the chance and made himself vulnerable for the greater good of the team… And it gave me goose bumps after he called out the white full-back for not blocking for the black tailback. Bertier went back to his defense and turned to the other great leader on that defense Julius, and engaged him to lead with him. Bertier didn’t try to do it on his own. He knew, like all great leaders know, that it takes a team to accomplish great things. Bertier obviously knew that Julius was talented and knew that together they had endless potential as a defensive unit, but it was going to take everyone to accomplish what he truely was aiming for. Hence, he took a leap of faith and put himself out for the team. He showed a quality of many other great leaders; he demonstrated courage.

This scene is portrayed as a turning point in the film when the team finally came together and united as one team, instead of white and black. But it accomplished so much more from the aspect of understanding personalities and understanding leadership. Bertier taught the team to follow him. He lead by example and broke down the color barrier by doing what was right. As aspiring leaders in schools, businesses, families, and even politics… We can take a lesson from Gerry Bertier and earn the respect and trust of others by doing what is right. – I think they call it integrity.

Bertier’s integrity is apparent throughout the entire film but one scene that stands out in particular that really emphasizes his true self is the scene where he ended his relationship with his girlfriend. He obviously loved her because we heard him say so in the film, but he loved his team and he loved the game more. He was willing to let go of something that was comfortable for something that was compelling and that is an action of a leader with integrity. When his girlfriend wouldn’t shake Julius’s hand, Bertier had a decision to make and because he was a man with integrity; when given the ultimatum of Julius or her, he chose his team.

Attitude does in fact reflect leadership beyond sports. Poor and positive leadership alike, this movie is a great example of leadership carrying and burying a team. Similar to the leadership of a football team, the same goes in the C-Suite of a firm. If our bosses are complaining and disengagued about a program or event, it shouldn’t be a wonder why the program or event is only sub-par. However when an event is led with passion, it is followed with passion and greatness is accomplished.

As I reflect upon the movie yet another time and try to put myself in Bertier’s shoes as he’s watching his friends play in the state-championship game from a hospital bed, I can’t help but recall a cliche that every football player has heard; “Play every play as if it were your last.” When the weather is extreme hot or cold or the coach is yelling at you or you are having a crappy practice or you got a bad grade on a test or you got traded to a team in last place… no matter what the excuse might be… it is just that. It’s an excuse. The opportunity to play the game of football comes and goes and after it is gone, every football player can probably think back and remember a play here or a play there that they would like to have back… All of us besides Gerry Bertier.

I think the attitude he maintained through the finale of the the video was believable because he did in fact play every play as though it was his last. So when the time came that Gerry did in fact play his last play, he was able to accept it. He accepted that it was his time to move on and he celebrated the team’s victory with them from the hospital and wasn’t bitter or depressed about it because he knew that he had given his heart to them and to the game. Gerry Bertier knew in his heart that he played the game of football the way it was meant to be played. He played the game of football similarly to how he lived his life; with passion, with courage and with integrity.

Boys of Fall

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I was a boy of fall once. Meant the world to me to play football on Friday nights under the lights. Then on Saturday afternoons… and even a few times on Sunday. There’s a place for a boy and a man to come together and be one in the same. And it’s on a football field. It’s a man’s game, that’s played with a boy’s spirit.

If there is any advice I could ever give to anyone playing this game it’s to have fun doing it and enjoy every moment of it. Every play; play as if it’s your last. The coach in the video breaks his huddle with ‘last play’ – and it gave me goosebumps. (My arm hair is still raised as I type). The love of something bigger than yourself is an emotional scenerio for a high school kid to be in, and even bigger as a collegiate and grown man. But it’s maybe the most gratifying and rewarding accomplishment to look back upon, at the end of a day, realize that being a part of something bigger than myself was worth the sacrifice.

There is so much to learn from the game of football that doesn’t take place between the lines, but happens off the field in conversations on a Thursday night driving your high school clunker around with your best friend. Sharing life stories and being best friends… When you play this game you give your heart to it… at least you should. We play this game with emotion and with the understanding that every play could in fact be our last. But, it doesn’t stop us. It drives us. It drives us to be our best. And football has gotten that from so many young men. Young men who believed in something bigger than themselves. They were more than the boys of fall, they were the men of fall.

Time for a Cure

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It feels good to know that your time at work and your efforts are going to a good cause and that you are appreciated right? – Ever get overwhelmed with responsibility at work, deadlines, todo lists??? As a working society we are naturally competitive and eager to win the rat race. We get so tied up in our our busy schedules that sometimes we lose sight of helping others; Not because we are disengaged from people or because we do not care for others, but because we forget that we can achieve our greatest personal goals by spending a few hours of our weekend impacting others in ways far greater than we could ever spend our time or our dollars on ourselves.

By volunteering our time for the greater good of our community we are not only making a priority statement, we are making a positive difference in the lives of others who at no fault of thier own, need a little help. We’ve all found ourselves in trying times and in need of a little help, and thankfully we have supportive friends and family members to lend us that hand. Without a doubt one of the defining elements that make a friend a friend and a brother a brother is knowing that person will answer when you call. Having someone there to lean on in times of struggle is priceless. There’s no value for true friendship that we can place on our friend who is always there to listen to us, to pick us up when we are down, or when we are in a bad situation. Friendship is love, unconditionally and all the time.

When we volunteer for charities like the Race for the Cure, we are not just helping our friends who have experienced pain and unfortunate circumstances due to Breast Cancer, but we are helping strangers as well. Complete strangers who have courageously lost thier battles and live on in spirit and memories, through their friends and their families. By volunteering and taking part in events like the Komen Race, we help those who continue to battle everyday by showing support and encouragement for their cause and we give them something so precious that it brings many of the racers to tears… we give our time.

Time is so precious to those who do not know how much they have left, and too often I feel myself taking time for granted or wishing that it were Friday. In the end, we have so little time here to do all the things we aspire, dream, and plan to do for ourselves. Our long term goals and aspirations seem so large in the sense that one day I will be… or Someday I will have… or Someday I hope to… I will be the first to speak to the importance of setting goals and working feverishly to accomplish them, but every once in a while, its important to ask ourselves if there are others who could use a little of our time as well.

High School Hoop Dreams

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This weekend Value City Arena will host the OHSAA boys basketball state tournament. Just down Lane Avenue over the bridge, the Varsity Club will host high school basketball fans. You can join the conversation between games and enjoy a cold beverage before walking back to the Schott for the next game; or you can stay there all day and watch the games on STO. Whether you watch them live or on the big screen at the VC, its sure to be a good time. There will be a few groups of storytellers sure to be in attendance. Count on that.
Let the stories begin… When I was a junior at Ottawa-Glandorf High School, we played in the state championship title game and lost by one point. We had an unbelievable season and nearly pulled off an amazing 21-point-comeback championship victory, but it wasn’t meant to be. Coincidentally the school that beat us in 1996 won the semi-final game this afternoon and will play Saturday for another chance at a title. Orrville High School. If they win on Saturday, as part of my work’s partnership with the OHSAA, I will deliver a congratulatory speech to their team. – I am hoping Lima Central Catholic wins that game; but the kicker is that Lima beat Ottawa-Glandorf in this year’s regional tournament to get to the state tournament… Either way, O-G lost. And that finally is the point of this post… To the winner go the spoils, and no one remembers the losers. (Except maybe the story-telling patrons at the Varsity Club)
I will always remember the one-point loss to Orrville as a heartbreaker, but I will remember the emotional distraught of our seniors, coaches, and fans more than the loss.
I use this example of community comradery because its relevant to the curent events of the weekend for one, but also because it represents the essence of high school sports. For the past month, I have watched high school athletes win and lose in the state tournament of their respective winter sport. Wrestling, Swimming, and most recently girl’s and boy’s basketball tournaments have built character and taught lessons of sportmanship, integrity, and class to the athletes competing through the elation of winning and agony of defeat. I’m a firm believer we learn more about our personal fortitude through defeat than we do in winning, but that doesn’t make it any easier to accept, especially at 17 years old.
I have been fortunate to watch many high school sporting events here of late due in part to the Refuel with Chocolate Milk campaign; and the one lasting image that stays with me is the image of an athlete brought to tears at the realization of their final game/match/event as a high school athlete resulting in a loss. To have come so far, but not far enough. I have to say, as an athlete who has been in those shoes, it’s a difficult situation to find yourself in; and managing those emotions can be impossible for the kid who literally invested his/her entire personal commitment to that team. For many, it’s their first true love. It may be overwhelming. Numbing. Maybe even sickening. But at the end of that bus trip home is a welcome reception… A community proud of their team. They may not have won first place, but even the consolation prize of a state tournament deserves respect from a community who have reaped so many exciting memories as a result of those 15-17 year old kids. The second place team may not have won gold, but they became stronger young men and women through the process; which reassures my belief that sport creates a greater good in our communities… A utilitarian greater-good that brings forth teamwork, commitment, and trust among young people. I hope all the teams competing this weekend as well as those communities enjoy the experience of a state tournament as much as I did fourteen years ago… even the kids from Orrville.

3 Tips to Solidify your Pro Athlete Endorsement

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Finding the right athlete who stands above all the rest to endorse your product or brand can be a circuitous challenge if you do not have a proper strategy for aligning the right personality with the role. It’s important to have a clear outcome and goals defined first, before aligning an athlete with your brand. By creating a plan for your promotion strategy based on specific goals, a brand manager can use the Invizzible Ink Selection Model for choosing an athlete and be confident their project will produce a favorable return on investment. Setting goals may seem like an obvious statement, however marketers are sometimes captivated by the opportunity to work with an A-lister, that they miss their target audience. When this occurs, not only does the project result in an unfavorable outcome from an investment standpoint, but your brand suffers a set-back in a volatile economy. It makes far greater sense to understand your entire project and choose representation based on a desired outcome, not a desired athlete.

The Invizzible Ink Selection Model is a personalized and multifaceted marketing tool used by brands to ensure their goals are met. The foundation of the selection model was built on a number of essential marketing elements that have proven to increase brand awareness, resonance, and revenue. The formula itself is complex in its entirety, however many of the weights assigned to each variable are simply common sense understandings of the sports world and market. While experience has proven to be a leading variable for our brand, it’s not the only element with which we have to base our decisions. What we can share today are tips to consider when choosing the right athlete to be the ambassador of your brand. Remember: No strategy is aligned for success without a plan and specified goals…

1. Background Check… Not with the DMV either. Depending on your project, your brand may have a need for a grassroots ambassador, or a major Public Relations identity. In either case, its vital to the success of the campaign to have the right person in place. One way to ensure your brand has the right person in place is to do your homework. Researching candidate’s backgrounds, i.e. – college course of study, family, interests outside of sports are just a few criteria I research before recommending an athlete. For example, if your firm is looking for a sports figure to be the spokesperson for a national PR campaign, you probably don’t want someone uncomfortable in a public speaking role. Going to a search engine and doing some light stalking will produce a plethora of information valuable to gaining insight to a sports figure. An athlete with a communications degree, a broadcast journalism degree, or a similar course of study will position your brand with an interested and qualified athlete. When this happens, the believability of the athlete’s message is increased and brand resonance is attained. By putting the right people in the right places, as Jim Collins expalins in his book, Good to Great, a win-win scenerio is accomplished for both athlete and brand.

2. Does your Brand align with a foundation or charity? Many athletes today have their own foundation, 501 c3, or preferred charity and will align their interests or even passions with brands that support the same programs. Particularly to those brands or organizations looking to hire sports figures in your smaller markets, this bit of information may be a gold mine. If your organization can align itself with this type of athlete while being savvy and strategic, you may find yourself a partner as opposed to paying for a speaker.

3. Who are you getting? — A good teammate? Good in the locker room? Have they worked with other brands? — Brand managers in the sports industry need to know the answers to these questions before signing a deal. I’ve seen far too many examples of athletes showing up late or not showing up at all for an appearance on behalf of an organization or brand, that it literally ruined the event. Disappointed students at a school, fans holding jerseys to be signed at the mall, teams waiting in the locker room before taking the field… Seen it all and felt for all of them. At the end of the day, if your organization is going to align with an athletic figure… Remember, there is a person behind that figure. All-Pro linebackers do not equate to all-pro people. The kids at your local middle school would much rather meet a pro football player and hear his story of what it’s like to be a back-up and play special teams in the NFL, rather than be big-timed by the star and promised a reschedule.

Commitment Issues???

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Recently friend and colleague Dr. Chris Stankovich wrote about athletic transferable skills an athlete learns from sports, and how those skills can be used in situations such as a classroom, a future career, and in life. Dr. Stankovich gave a few examples of these skills including: discipline, being a team player, motivation, goal setting, and I’d like to add commitment.

We’ve all been on some type of team in our life whether it be a sports team, a work team, a family, or just a group of friends. Think back to that team you were a part of and recall if there was a true sense of commitment not only to the team, but also to team excellence. Vince Lombardi said, “The quality of a person’s life is in direct proportion to their commitment to excellence, regardless of thier chosen field of endeavor.” Lombardi had a way with words that still echoes in every football coaches office in this country. Football coaches are notorious for one-liners and repeating slogans handed down from the generations… It’s not necessarily that current coaches do not have creativity or originality, rather the slogans and beliefs of the Vince Lombardi’s of the world were simple and believable, and maybe best described as motivational. I think Lombardi’s messages and certainly this particular quote resonates deeper than simply the locker room. The commitment that Lombardi is referring to is the same transferable skill Dr. Stankovich tells us we can learn from sports and use in other aspects of our lives.

After watching this video and listening to the greatest football coach of all time describe the game of football in his own words, I think we can relate to what Dr. Stankovich meant by a transferable skill. It doesn’t matter what field one is in, if you go about your work with the passion and conviction that Vince Lombardi did, you’re a winner. Vince Lombardi breathed, lived, and died football. Football was more than a part of him; football was in his soul. His voice still gives me goosebumps when I hear him talk about the game of football because for a long time, that was how I felt. Luckily I found another passion after football because I don’t know how a person can stop something they feel that strongly about.

Lombardi mentions twice in his speech the importance of having a commitment to excellence… He mentions this because it’s the right way to represent your family, the right way to coach and play sports, and it’s the right way to do our jobs. While I don’t believe I’m as good at sports marketing as Lombardi was at coaching football… (yet) I do believe having a commitment to excellence is a sure way of becoming the best at whatever it is any of us aspire to be. Whether it be a football coach, a marketer, a ditch digger, or a parent; listen to Coach Lombardi talk about the fulfillment and reward of working as a team to accomplish a goal and try to incorporate that same sense of unity in what it is that you do… Individual accomplishment is great, but “Individual commitment to a group effort – that is what makes a team work, a company work, a society work, a civilization work.” – Vince Lombardi (1913-1970)

The Dance

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My friends Ty and Cassie shared their first dance as Mr. and Mrs. Rhoad last night in a quaint and beautifully decorated reception hall in Northwest Ohio. I was honored to be a member of their wedding party and while we were in the basement of the church before the ceremony, the famous wedding dance YouTube video came up in conversation. I’d like to say that we entered the Lutheran church to Forever by Chris Brown like the video wedding party, but we saved our big entrances for the reception hall. (Which by the way, everyone said Jessica and I had the best entrance! – Besides Ty and Cassie of course)

I will remember Ty and Cassie’s wedding day for a number of reasons. There were some special moments though that especially come to mind: a smile from Cassie, a hug from Ty, a conversation with Ty’s father, a dance with Ty’s mother, and literally hours of laughter and jokes with our friends.

Creating brand association as memorable and emotional as that of a wedding day can also be accomplished by being authentic and original. Just as the video shows an original wedding party entrance, a brand with authentic, never-seen-before elements creates a branding scenerio that that people will remember and ultimately talk about.

Those of us at the wedding will definitely be talking about the best man’s speech this week but I won’t attempt to explain that. Some things you just have to experience for yourself to really appreciate them. With that said, if you haven’t seen this wedding dance, I hope you appreciate it as much as I did and if you are reading Invizzible Ink to increase your brand’s exposure in the market, I hope you can appreciate the originality and authenticity of the dance.

The things I love about this video from a marketing perspective are the unexpectedness of the procession and originality behind the decision. Two elements essential in WOM success that makes a brand talkable are originality and surprise. The wedding party certainly surprised the congregration with their original entrance and you can bet the topic of conversation later that night at the reception was about their big entrance.

If we create buzz around our brands like this bride and groom did on their wedding day, we can safely assume customers will find our brands. Over 42.5 million visitors have viewed the wedding dance video on YouTube. Wouldn’t it be nice if 42.5 million visitors heard about your brand and went online to see for themselves?