APRIL 13, 2007 | ISSUE NO. 018

Tapping into the power of the legend:
All aboard the Glanville Express

Welcome to everyone who is new to The Hero's Voice, the column which discusses real-world examples of the ideas outlined in our strategic brand process, The Hero's Quest. The Hero's Quest uses the hero metaphor to explore why companies are in business and how they stand out from the crowd in being a hero to their member or customer. To find out more, or to read past Hero's Voice columns, just click on the links above.

As some of you know, I went to college at Portland State University. My alma mater has been in the news recently for hiring Jerry Glanville as our new football coach. Coach Glanville is not new to receiving press attention. In fact, some would say he's a bit of a legend. And as with most legends, when word spreads that the hero associated with the legend is in town, people are curious to find out more. Will the hero live up to the myths surrounding him? Will he inspire people to rally around his cause, to get involved?

In the vaccuum between perception and reality lies opportunity: the opportunity to attract attention.

The Athletic Department and the football alumni are hoping to capitalize on this opportunity by having a fundraising dinner and preview the night before the spring football game in May. The success of this dinner and its ability to "rally supporters" is critical to the future of not only the football program, but athletics in general at PSU. As a former athlete at the university, I can honestly say that athletics is an anomaly at an institution which has been outgrowing it's "commuter-school" reputation over the years. The result is that athletics has always had to make the most of very limited resources. By hiring a legendary figure, the department -- and university -- are taking the chance that the opportunity will help to attract new supporters. But it's not enough to hitch their hopes to the power of the Glanville Express: they need to build enough steam to get the train out of the station. They need to get people on board and on the move. They need to move beyond attention and translate it into support.

As a company, do you tap into the power of the legends about you? Are you a hero that people will rally around? What unique actions can you take that will begin to create the myths which become legend? Like PSU Athletics, do you have a unique opportunity to attract attention and support, and if so, are you making the most of it?

The football alumni contacted Creative Abandon to create the invitation and flyer for the event, and to put together a plan for getting the word out. If you live in the Portland area and would like to find out more about attending the dinner, email me at gumby@creativeabandon.com and I will send you information.

Here's hoping Coach Glanville is willing to be the hero for PSU Athletics, and that the department and university are willing to support his efforts. I, for one, am on board and ready to leave the station!

Lisa and the Creative Abandon team

© 2007 Creative Abandon, Inc., (503) 284-9621