If you follow Alex Bogusky, you know that this veteran ad man helped create and inspire the Crispin, Porter + Bogusky agency into the most-awarded agency on the planet. Named the Creative Director of the Decade by Adweek magazine in 2010, Alex Bogusky walked away from the advertising world and is now embarking on building a new community of consumers. The foundation is built on collaboration and transparency. His “Fearless Cottage” at 645 Walnut Street in Boulder, Colorado (in case you want to drop Alex a postcard) is positioned to be at the epicenter of a brewing revolution. Alex is calling for a revolution among consumers. His army: the connected citizen. This FearLess Revolution has recently launched the COMMON brand to promote this new spirit of collaboration. As neighbors living on this planet, we long to be connected citizens and not stressed-out consumers. The first COMMON brand is Coffee Common, where a diverse group of roasters and baristas have joined together to serve up a unique collaboration, which may result in the most interesting cup of coffee in the world.
The tagline for FearLess Revolution is “Collaboration is the new competition.” This not only sparks an interest but also hits a nerve for me in my work as a teacher and marketing consultant. I have now come to use this mantra for how I lead my students and how I treat my clients. It is a game changer in how a company can build their business, develop their marketing partnerships and how they can and should create meaning in everything they do – even a tagline. Beyond that, it should inspire collaboration in every entrepreneur on every level.
As we speak, my students are working on their brand identity projects including their tagline due on Sunday at midnight. I hope they use every minute to think about these lessons from Alex Bogusky and his army of FearLess collaborators. This is a revolution. Bring on the brands.
What’s the next collaboration for Alex and his FearLess team? I’ll be watching, that’s for sure. http://fearlessrevolution.com/show/
