The brand of my boy.
So in my quest to advertise you into greatness, the first thing to do is to create a brand.
Your brand will not be based on what kind of career I want you to pursue, but what kind of man I want you to be.
I can’t really do anything about the career path you choose. But let me put in a plea against these–the NBA, the NFL, rapper, rapper entourage, travel agent, drug dealer (Glaxo Smith Kline/food manufacturer) and any sort of engineering. I never met an engineer whose job I can understand. You do fucking what for Accenture? No, sir, you may not buy me a drink.
Also? A job at Monsanto will make me feel like I have failed you as a mother. I don’t care how much money it pays you.
Yours will be based on the man that I want you to be when you are 25. I’ve been imagining you at 25. Post college. Or mid-startup. Or both. (I SEE YOU, STARTER LEAGUE BOYS). I’m watching actual 25 year olds of today? What traits do I want to encourage and discourage?
You need some brand pillars. What do you stand for? When people think of you, the man, how do I want them to describe you?
Normally a planner would have the lead on this kind of thinking but I’m yo mama and that kinda makes me a client. No point in pulling in the strategic planner if i have no concept of where I want to go. At least an idea that she can help me vet and grow.
When I’m working on a problem at the ad agency, I always leave my computer keys and pick up a pen. So I have been doodling and scribbling on your behalf. I debated straightforward qualities like, CURIOSITY.
Or perhaps taking more license, like SWASHBUCKLER.
I felt like I was cheating a little with that. I’m cramming a bunch of things into one word. Swashbuckler means bold and daring risk taker, a bit of a romantic figure. Prone to adventure. Courageous. A bit brash and confident.
That’s one word and 46 things to do to get you there.
Is that good? Too big?
I’m meeting with your planner.
That’s funny. You have a nanny and a strategic planner. How many kids that aren’t named Kardashian can say that?
DELIVERABLES: Your brand name, look and brand pillars.