Brand Exceptionalism

Today's blog entry by Seth Godin is entitled "Brand Exceptionalism" and it is really worth the read. Seth's Blog  It speaks to the internal mindset of successful brand managers. They know the brand intimately.  They know the nuance.  They know the company and how to compromise to keep the brand alive.  And, within that mindset they come to believe that their brand strategy is best.  When the brand starts losing in the marketplace...well people just don't understand all the good they've done because their brand is...exceptional.
Of course that's not true and being exceptional doesn't count.
All of this was obvious to me, except for the moments of slight pain when I realized that I've been guilty of this mentality from time to time.
I've spent the last 10 years building and coaxing a brand forward.  A pretty darn good brand and I did a pretty darn good job of keeping it alive. But I have honestly learned so much more about the brand in the last 3 months because I've left the company and now only have the coldly unfair view of the brand from the outside looking in.  I no longer see the importance of the nuances or the compromises.  I no longer have the internal company dialogue in one ear and the external dialogue in the other.  I just have the external dialogue to listen to.
Nothing is exceptional and nothing is fair.  Everyone in marketing should have this view from time to time.  It is so very valuable.