I love the brands I work on. It’s a requirement. I’ve often said “your baby might be ugly but s/he’s your baby” and that’s what happens if you are a good brand planner. Brands become yours, like children. It’s not likely you are doing a good job of planning until you do have the love. Being smitten isn’t enough.
So what’s this dignity thing? Well, if you get to know your brand well enough to love it, then you see there are probably many ways to present it in undignified ways. Ad agents, tyro in-house designers, social media interns may tart it up like a trailer park hussy. Or give it a smart-ass, know-it-all voice. The music arranger might change the vibe, like the DNG’s dancing hamsters for Kia, who are now grooving to techno rather than hip-hop. Undignified.
Once, in a focus group in Kansas City for AT&T, while exposing advertising to consumers I was smacked in the face by the comment “AT&T wouldn’t talk to me that way. That’s not an AT&T ad.” That consumer had a dignity-ometer working.
The point: If you don’t know your brand, starting with the idea and planks, you are not able to understand how to present it with dignity. That doesn’t mean you can’t have fun, be irreverent and even a little pushy – it means dressing the baby up for success. Know it, love it, share it with everyone on the team, then present it. Peace.