Part 1
What if a single sentence could change everything?
Rallying Cry: A word or phrase that encourages people to join together and take action to support an idea, cause or movement.
Makes you think of protest or politics right?
But companies have been using Rallying Cries for decades. Sometimes called a strapline, slogan, tagline or motto, you’ve likely heard famous ones like ‘Just Do It’ and ‘Think Different’.
So many businesses and projects think “that’s not for us.”
Finding the right one can feel like an impossible task. And because so many do such a poor job, they are often dismissed as a marketing gimmick.
I went to write ‘which is a real shame’ for this next line, but actually, it’s a complete disaster.
Because when you get it right? They are astonishingly powerful. A collection of a few words becomes a catalyst to help you create a groundswell of support.
What is this series going to tell me?
We’re going to look at what a Rallying Cry can, and can’t, do for your business or campaign. And you’ll get an idea of what an effective one looks like.
And if it sounds like something that could help you get people behind what you’re doing, then at the end, I’ve got a treat for you too.
The backstory
I’ve been fascinated by Rallying Cries for decades. As a kid, I spent an unusual amount of time studying cereal boxes and tv ads, pondering over the words they used, wondering why some got stuck in my head, and some didn’t. (Who am I kidding, I still do it now 😂)
During the 20-odd years I’ve been working in comms, PR and marketing, I’d been creating them for companies and campaigns for decades without even realising it. And then 6 years ago I started doing it intentionally, and the results were quite something… not only in terms of financial results, but also in saving huge amounts of time, building better relationships with teams, customers and stakeholders, and helping them to make even more of an impact in the world.
We need effective Rallying Cries now more than ever
Business as usual is killing us.
We’re stuck in this story that we need relentless growth. That all our problems can be solved if we work harder and buy more things. And if you have to screw over people or the planet to get there, well, “it’s just business darling”.
😒
Except if you’re reading this, you probably already know that’s a load of nonsense. But stories are powerful. And this consumer story is keeping us well and truly stuck.
If we want to change the way the world does business, we need to change the stories we tell, and the words we use to talk about it. Rallying Cries are really just mini stories with carefully chosen words.
If we want to grow the good businesses – the ones who aren’t shitting all over people and nature – and take away market share (and money) from the ones who are, then we need all the help we can get.
Finding your Rallying Cry can be the catalyst to help you make even more of a difference. And when we’re talking about businesses and projects that have the power to start to fix the mess we’re in, it’s no longer a nice to have – it’s an urgent requirement.
Excited yet?
Great, head to part 2 to find out exactly how a Rallying Cry can help you.