By Tom Stein, President & Chief Creative Officer, Stein + Partners Brand Activation

Of Hobbits, Orcs, And Brand Activation

I gave a talk recently to an audience of agency folks suggesting they should "find their inner Hobbits."

(Fair warning: I am a big fan of Tolkien, Lord of the Rings, Hobbits, and all things Middle Earth. I named my high school band "Stormcrow" [one of Gandalf’s nicknames]. I've read the trilogy and seen the movies three times. Currently, I’m counting the days till The Hobbit hits theaters. All of which is more than you need to know.)

What I meant by my statement about Hobbits is that they are massively inquisitive and tremendously persistent. They generally maintain their good humor. They focus on what is important in life. They are true to themselves and to others. When they accept responsibility, they really accept it. 

One might say Hobbits are a helluva "activated" brand.

Here's the thing: Hobbits set a clear goal and stay the course. They believe in what they are doing, and they get it done. Then they go to the ends of the (middle) earth to achieve their goals because their beliefs run deep. Even with Gollum trying to bite off their fingers and the ring wraiths from Mordor trying to fry their hairy feet.

Contrast them with Orcs. Orcs are strong and well-armed. There are lots of them. But they are a feckless and lackluster lot. They lack courage and true purpose. They run around in multiple directions. They have a hard time maintaining focus. They panic easily. They are as nasty to each other as they are to their enemies. 

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So my advice to brands: Find your inner Hobbit. Stop starting and stopping and starting and stopping. Stop blowing in the wind or changing course out of uncertainty and fear. Focus not on the tactic du jour because you'll never seize the day that way.

Get your purpose and goals together and, like Frodo and Sam, stay focused. Believe. And get it done.

One more thing: Hobbits love to eat, drink, sing, and party. So do that, too. It makes everything else that much better.

Read more: http://www.cmo.com/planning/hobbits-orcs-brand-activation#ixzz27ayT3tdC

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