Objectivity is not all it's cracked up to be,  by Anna Hutson, WCRS

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Somebody has already pointed out the absurdity of the term 'average person'; rightly observing that such a person has one breast and one testicle and as such is as rare as a warm bank holiday in England. I believe that when it comes to brand guardianship, 'objectivity' can often be an equally flawed concept.

Planners, consultants, researchers, strategists, brand managers etc. often speak with pride about the holy grail of objectivity but in the wrong place it is not merely a false god but a stultifying and even paralysing affliction that can condemn brands to mediocrity. As brand guardians we need to watch against this insidious disease.

Let me explain. Imagine the young David Beckham as a brand. He has a burning ambition to become a world class footballer. Picture the scene as he presents his notion to the objective consultant. The response would go something like this:

'I understand that you believe that this is the right direction to take but you need to step back and taker a broader, more objective point of view; explore all the options within the sporting context before investing all your resources down one narrow avenue.

We need to generate a range of concepts and carry out some objective research amongst people who have no vested interest in what you do and therefore can be truly 'objective' and unemotional in their response.'

You can imagine the groups. Initially the football concept goes down a storm -

'Everyone loves football. It's a great career with international travel and fame, huge earning potential and the chance to get hitched to a pop star. However it would be irresponsible to ignore the downside&

Imagine all those cold, wet, winter Saturdays on the sidelines of the local municipal pitch, the runny noses and muddy knees. Then there's the fact that to have a decent game you need 21 equally keen participants turning up at the same place at the same time - clearly a logistical nightmare. Moreover, let's face it, it's a very crowded market place with stiff competition, one has to ask is there really a gap there to fill?

Snooker on the other hand is a nice indoor game. You can play all year round, you only need 2 people; you can practise on your own and there are facilities in every youth club. Of course there are drawbacks here too - the inevitable acne and sallow complexion may lower the odds of pulling the pop star and, well he does seem an outdoorsy kind of boy so the brand imagery might not be quite right.

Tennis then! You get to chase a yearlong summer around the globe; it's athletic and glamorous and with his blonde good looks he has the opportunity to become the Ana Kournikova of the male circuit&

But we can't ignore historical precedent, The British just don't seem to be much cop at tennis why should our brand succeed where the equally blonde John Lloyd failed. No we really should take care to heed the lessons of history&'

The result of this 'objective' research would have sent Beckham off on a mission to fill the gap in the market for a world champion kite flyer.

In reality, I suspect Beckham never asked whether he should aim to be a world class footballer but instead asked his peers, teachers, trainer etc. not whether but how he should go about achieving his goal. He would have been zealously subjective in the pursuit of his ambition.

My subjective view is that brand guardians and their consultants should be as subjective about and ambitious for their brands as a mother is for her child. Research should be used like the best taxi driver - not to determine the destination, but to find the least circuitous route to get there given the prevailing traffic situation.

Brands like great leaders need to be brave and resolute in their goals. They should no more change direction at the first sight of a raised eyebrow in Pinner than a mum would give up her belief in the benefits of eating greens at the first sign of junior's scowl. The good mum, like the good brand guardian, explores different means of persuading junior to her point of view; from the promise of big muscles, curly hair, daddy's approval or no ice-cream. There are lots of ways of getting there but the end remains the same.

So, when a brand has a vision it is our job as consultants, to understand it and be passionate about delivering it. If the brand has no such vision articulated then the consultant should look, not to objective outsiders who, quite understandably couldn't give a toss about the success or failure of your brand. They should look to those at the very heart of the company, the people who have a clear vested interest in the brand and are prepared to deliver it with subjective zeal. So let's stop seeing objectivity as the holy grail because for every objective mum, I'll show you an unhappy and directionless child.

(c) Account Planning Group 1995-2002

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