Screw Ownability
Inevitably, it goes something like this. Our Register team has just left it all on the field; we've presented an impassioned point of view on what Brand X could stand for and how it could show up in the world in a differentiated, credible, and impactful way. We've manifested the possibilities in a logo and full design system, a master brand architecture, a campaign idea, a new site, or a customer experience. Along the way, we've evoked a tension, an enemy, an idea, or a belief that casts the brand in a whole new light. And we've told this new tale in a tone that is bold, new, and joltingly different.
On the client side, there are smiles, laughs, nods, and sometimes even those awkward Zoom fist bumps. The discussion is overwhelmingly positive. The more we talk, the more the nervous excitement in the room builds as the clients realize how their brand would be different from anything else in the category were they to pursue this direction.
And then, invariably, it happens. Someone on the client side says those four sensible words: "But, is it ownable?"
Now, because I am an odd duck vs. a spring chicken in this branding game, I have learned from experience that - if I wait it out - a brave client in the room will talk the rational client gently off the ledge without me having to so much as open my beak. And, in my experience, that questioner actually wants to be talked off the ledge. Most of the time, the ownability question is raised out of duty. It's an MBA must-do, a strategic spell-check, a tactical tic that compels them to be the devil's advocate for due diligence.
When I witness this client debate, I always find myself holding my breath to see which side will prevail. Time slows down to the speed of a traffic accident, and in those elongated seconds, I go inwards and slowly count to 10. But here is what I am thinking:
Screw Ownability.
Look, don't get me wrong - ownability makes a ton of sense when it comes to product innovations. When it comes to a USP, then yes, as a product manager, you should ask yourself, 'Can we really own the idea of 5 razor blades?' 'Could we own the convex shower curtain even if we brand it the Heavenly Shower?' 'Can we patent to stop copycats?'
However, when it comes to the world of branding, ownability is entirely the wrong question. Instead, the only questions are these.
#1. "Is it differentiated?" i.e., is this surprising when we look at our category? Are we offering a new and unique take or experience? Does this make our customers and prospects think and act differently? Does it rearrange the world order in our favor? So, not "Is it ownable," but "Is it currently owned?"
#2. Is it credible for our brand to say this? What is it that qualifies us to carry this flag? Does it ring true? Can we back it up?
Good agencies don't want to copy work that has already been done and are all motivated to show you something entirely new for your category. If you are working with a great strategy and a great agency, the answer to both of the questions above should be a resounding yes.
One of the brands I am most proud of having worked with in the past is Audi of America. For 10+ years, we kicked sand in the face of old luxury, depositioning the competition as old school and, in so doing, both doubling our market share and increasing our average transaction price. Before us, no luxury car brand had been brave enough to thumb its nose at tradition. And then, guess what? The Audi client (one of my best clients of all time, I might add) never ONCE asked 'Is it ownable?" Instead, they asked, "Is it different?" "Have you pushed it enough?" and "Is it credible?"
Could BMW, Mercedes, or Lexus have claimed that Luxury Had Progressed? Sure, they could have. But did they? And, after we did, would or should they have copied it? Nope, not unless they wanted to appear desperate and weak and, in so doing, reinforce the superiority of the Audi point of view.
I put it to you that this simple fact is true for all and every conceptual idea.
Could John McCain and Sarah Palin have campaigned together with the 'Yes We Can' ethos? Sure, they could've, but they didn't. Instead, Obama inspired Americans with that idea first, rendering it off-limits to them. And yes, while there is a lot up in the air for the 2024 showdown, whatever Joe Biden's message is, we know he won't exhort us to 'Keep America Great.' When it comes to sports, could any brand but Nike motivate you by telling you to 'Just Do It'? And could any brand other than REI implore you to #OptOutside for Black Friday? It's really that simple and that logical.
So please, this year, don't ask your agency if it is ownable. Ask them instead, 'Is it different? Is it credible?'
If the answer to these two questions is yes, then yep, you betcha it's ownable if you have the courage to a) not water it down, b) commit to it for the long haul, and c) claim it as your own by doing it first. After that, yes, call your lawyers and™ things up the wazoo.
TLDR; Screw Ownability in favor of your 'own ability' to brief, spot, buy, and champion a unique and credible idea and push it through. Or - with thanks and apologies to Phil Knight and the late, great Dan Wieden - Just Do It, Already.