The following is a clip out of Lucas Mack‘s book, Everyone Has a Plan Until They Get Punched in the Face.
So, what happens when your brand is not authentic, when what you portray to the world doesn’t align with what people experience in person? This next story from when I was a reporter in San Antonio is a good example:
San Antonio has a hugely popular festival called Fiesta, and the grand marshal of the Fiesta parade was a famous actor from a hit TV show in the 90s (whose name I am omitting on purpose). I granted the exclusive interview with him since my station was the sponsor of Fiesta.
“The audience who came to watch the interview were fans of this actor, and they witnessed the blatant disconnect between the on-screen actor and the ‘actor’ in real life.”
The interview was to take place in the lobby of a hotel on the Riverwalk at 5 pm, with the story to go live at 9. However, the actor did not show up on time for his interview. As my camera operator and I, along with fans who wanted to meet the actor, waited for him, five turned to six, and six turned to seven—despite the fact that one of the actor’s “people” kept promising he would be down any minute. It was 7 pm when I made the call to the station to let them know the actor hadn’t come down yet and I wouldn’t be able to turn the story. The producers in the newsroom were scrambling to figure out how to fill my five-minute segment if I didn’t have a story. It was especially bad because my story had been heavily promoted all day. (more…)