Not sure how long it takes to create a tradition, but last year and the year before I made it a point to post on August 29. Funny how last year was more traditional and the first year more emotive. Guess that goes to show life returns to normal over time.
This year seems more interesting. The past few days have been filled with reports of Gustav and we find ourselves having discussions about evacuating and our agency has already started our emergency plan -- relo'ing our servers to safer ground...better safe than sorry.
Everyone is on high alert for a storm that is anywhere from 3 to 4 days from landfall and one that honestly, no one knows where it is heading. And the morning paper -- like every morning paper I'm sure lead with Barack not the storm or Katrina.
So as I sit here in my office on 8.29.08 I realize, there is no normal. Normal is a point in time and context. A point that is always moving-- driven forward by the winds of change. And that is an important marketing insight I think. One that maybe I've had in the past but not in such a focused way. Brands, companies, products all must follow "normal" -- they must be constantly changing and evolving or they risk becoming something that doesn't feel normal which is a ripe opportunity for competitors. Even those products that position as "anti-normal" risk becoming normal if they are not paying attention.