Who's Feeling The Burn And What's The Fuel?

​Our Lightning Branding clients almost always surprise us...
 
Just this morning, I was reading the worksheets from a Lightning Branding Private Edition client. 

This is a smart woman. And in a way, she's a personification of the American dream: first-generation American child of immigrant parents, a law degree, big jobs with big companies, now working as an independent consultant in financial technology.
 
On her worksheet was an exercise saying to think of three attractive brands that make you want to participate. Describe the brand's commitment to sharing their joy. How does it draw you in and make you want to be part of the club?
 

We never saw this answer coming...
 
"Burning Man."
 
Yes, this woman's first favorite attractive brand is a desert event renowned as an experiment in community and art. 

It is recognized for its "Radical Inclusion."
 
In simple terms, she described profound emotions. It's clear that being at Burning Man was a revelation.
 
 
It's also not the first time we've heard this kind of thing.
 
A few years ago, The Fabulous Honey Parker and I were at the dinner table with a real estate developer. He's originally from the Midwest. He's a hockey goalie, a jet pilot, a game hunter, and very much a red-state kinda guy.
 
He was also speaking in glowing terms about his experience at Burning Man.
 
We've known this man for years. But that night at dinner, we saw a new side of him. Someone had pulled back the curtain and offered a glimpse of the Promised Land. 

He'd been hit by a lightning bolt. 

It left him joyful, humbled and awed.
 
 
This hockey-playing sophisticate who votes red now feels the fire.
 
From the outside, Burning Man looks like a hippy festival of high-weirdness fueled by drugs and debauchery.
 
In other words, it's exactly where you'd go to find a guy like Republican activist Grover Norquist, right?
 
Yes, Mr. Norquist went to Burning Man in 2014. 

Writing about the experience, he describes a sense of community and camaraderie befitting a "church social." He observed that the desert's demands for self reliance make everyone tough.

 
He also noted, "There are few fools, and no malingerers. People give of themselves."
 
Giving of themselves?
 
This is an important lesson for any business and its brand.
 
Through Lightning Branding, we've worked with people who are smart, thoughtful, giving and funny.
 
They are small-business entrepreneurs who are driven to be useful.
 
In the process, they want to provide an experience that makes their client feel good.
 
 
You might even say that deep inside, they feel the fire.
 
Burning men.
 
Burning women.
 
Burning brands.
 
Built on purpose, on intent, on usefulness.
 
Welcome to the fire within...


Still FREE for now...
There's a free copy of Lightning Branding: How to Generate Revenue Faster With An Electrifying New Brand right here.
 
For details about our new Lightning Branding courses, both do-it-yourself and we-do-it-with-you editions, click here. (There's even a video of us!)
Cheers,

Blaine Parker
Your Lean, Mean Creative Director in
Park City