What we really want from your brand is to be inspired

As a kid, I played an inordinate amount of tennis. If there was a chance to play, I played. Even if I couldn’t find a partner, I’d smack a ball against the garage doors. As a result, I got pretty good. So I started to buy good equipment. Rackets. Clothing. Shoes.

One of my favorite purchases was a t-shirt with the Adidas 3-stripe logo.

I liked it because I felt like the company really understood those of us who took tennis seriously. What was important. What our culture was like. And what motivated us.

Wearing their logo was a badge. A badge that symbolized I was part of a tribe of players who were serious about the sport.

That t-shirt made me feel good. It was uplifting and inspiring.

Why is this so hard for brands to understand?

We all have had experiences where we were moved by a brand. Inspired by something it stood for. Or maybe we simply felt understood.

That’s powerful stuff that sticks with people. Here I am telling you a story over 40 years later about the impression a brand made on me.

Yet, when so many of leaders make decisions about their brands, it seems they forget what it was like to feel that connectedness. That inspiration. For…