Richard Bach wrote in 'Jonathan Livingston Seagull' that we all have a bit of 'Jonathan' in us - that the greatness of our potential can be achieved, if only we view ourselves and the world around us with a passion for greater understanding.
We all have Jonathan within us - but it takes great courage and great compassion to tap into it. I've never met someone who has been able to. Those who are able to achieve being 'Jonathan' become inspiration for us all: people like John Lennon, Oprah Winfrey, David Ogilvy, Mahatma Gandhi. So we all are really just seagulls, doing what we can to survive, following others in search of survival and acceptance. But I think the beautiful thing is not that people
can be a 'Jonathan', or that there even are 'Jonathans' among us, but importantly -
that we all believe we can be one. Richard Bach missed the big point. It is this belief we all have - whether we succeed or not - that fuels our societies, that motivates our lives.
It is in our recognition of our sameness that drives our individual longings. And it is the value of people's sameness along with their longing to be a "Jonathan" that fuels brand associations.
I saw an ad for Microsoft yesterday that had some brand manager from Coke assert "that brands are owned by the people who love them... and if they don't understand this, they won't find their way..." (
http://www.youtube.com/watch?v=MFrVtOG7JYY) I don't think it is that simple. Brands need to understand that people long to be 'Jonathan Livingtson Seagull' ... but never will be. It is understanding this that allows great brands to be relevant - and compelling. That's the starting point, I believe - but of course, there is so much more.
- Jeff Drake
