In this most recent installment of our Ethos series on conscious branding, Justin shares his insights on what he calls Brand Poetry. In this episode, he covers:
How mass media kills language
Playing bullshit bingo
Finding your muse
Why diversity creates the best poetry
The first 15 seconds
Towards the end, he shares a poetic structure for crafting the first 15 seconds of your brand poetry:
Original
Direct
Bold
Evocative
Motivating
Finally, here is the beautiful poem he read at the very end of the session:
"Wild Geese" - by Mary Oliver
You do not have to be good.
You do not have to walk on your knees
for a hundred miles through the desert, repenting.
You only have to let the soft animal of your body
love what it loves.
Tell me about despair, yours, and I will tell you mine.
Meanwhile the world goes on.
Meanwhile the sun and the clear pebbles of the rain
are moving across the landscapes,
over the prairies and the deep trees,
the mountains and the rivers.
Meanwhile the wild geese, high in the clean blue air,
are heading home again.
Whoever you are, no matter how lonely,
the world offers itself to your imagination,
calls to you like the wild geese, harsh and exciting —
over and over announcing your place
in the family of things.
Ethos Session #3: Create Brand Poetry, Not Marketing Copy