How Movement creates Movements : What Joe Wicks can teach us about branding

Back in the day when I was chin stroking & toe tapping to jazz whilst watching French new wave movies the most famous book on our syllabus was VF Perkins seminal Film as Film. There was a line in the book that I’ll always recall as Mr Perkins described the shift to celluloid from static images.

“Movement denotes Life”

For some reason that has always stuck with me. Perhaps because im simple but also because it’s true.

There are myriad reports which suggest the best way to improve our physical and mental state is through movement. It’s why ive been following Joe Wicks everyday for his PE session since we have been in isolation.

I’ve actually known Joe for about 12 years. Way before he was famous & let me tell you something about the man..he has not changed one bit. Same lovely funny guy as you see on screen each day. What you see with him is exactly what you get.

We went on holibobs to Spain & India where he would tell me “Fat don’t make you fat JC…Sugar makes you Fat!” On another night out he went home early to practice for a gameshow he was a contestant on ( The Bank Job with George Lamb if you want to try and find it ??) even though he had no advance knowledge on the questions he wanted to go home a prep up on his gen knowledge. Even back then he had a level of preparedness and determination.

Many of you have probably done other HIIT sessions as there are a bunch about at the moment. But my goodness they’re all so serious. You’re here to workout damn it not have fun! I’d find it hard to believe any of them making their HIIT sesh group dance on lava, shoot webs like Spidey or catch shooting stars. That may say more about my pursuit of remaining an evergreen child but even if others attempted such moves it would at best be out of context & at worst inauthentic

Over the past few weeks Joe has captured the imagination of the country. His cut through is gold dust for any brand.

So why and how has he done this? Here are the 6 reasons I think he resonates

1.      Personality

Joe is who you see up on screen. He’s the same guy ive always known. His little quips, side jokes and all round jestery is who he is. No bullshit. He’s not trying to be anyone else. This is him and if you like it get onboard. If not no problem. You can’t fake what he does. He genuinely enjoys what he’s doing. His personality shines through on screen. Which makes him ultimately authentic.

2.      Authentic & Attainable :

His love and his drive what he’s doing aligned with his personality drives his Authenticity. The japes and jokes he brings to his repertoire, the fact he broken his hand but still trys a press up, the fact that “He’s blowing” when he’s out of breath and totally bushed makes it real and attainable for everyone.

In fact his success is rather Brechtian…you see the production as well as the product. The set up is lo fi but that’s what makes it real because were all dancing around in our own living room. If he was in a studio it simply wouldn’t be the same. In branding we consider the Tangible, Intangible & Aspirational. Joe has the authentic attainable calculus that manages to touch all three of those brand pillars which is why he is so connected to his audience

3.      Audience Connectedness :

His personality, authentic nature and perceived attainability connects & grounds him with his audience. Part of the genius are the call outs that his brother Nicky is whispering into his ear. What a fantastic way to keep your audience motivated in real time and give something back to them as the real principles of action.

For brands who want to talk about LOVE and creating tribes Joe has developed a fanatic cohort of millions around the world that are getting up everyday to follow him. How many brands can say that?

4.      Purpose :

The sine qua non of what all brands are looking for today and Joe has cracked it. He genuinely wanted to be a PE teacher and positioning himself as “The Nations PE Teacher” is so clear and defined….it not hard to understand. It’s clear concise and works for everyone. Even you’re granny could tell you why he’s doing it.

5.      Simplicity :

We can spend days on end, workshopping to the bone and then you go for a wee and inspiration hits. It may have been a result of all that thinking in advance but it comes from nowhere and just is! I don’t think Joe spent too much time over thinking the strategy for this. Intuitively he wanted to get the nation moving, relieve all those kids of boredom, &put a marker in their schedules to get them active in the morning. He had no angle or another purpose about why he wanted to do it. When you keep it simple all the other fluff fades

6.      Mixing up the Fun :

The best media brands are the ones who can balance the dissonance of delivering a brand and product narrative whilst entertaining the audience. It’s a tightrope we walk and invariably get very wrong. Joe however seems to manage both. The very essence of the PE session is to keep healthy in heart and mind and he does this through having a bed of science to what he’s performing aligned with the invention of crazy moves.

I see many brands try and replicate Joe’s success. They believe because they have all the right ingredients they can make the same dish. However for many brands and their audiences it simply doesn’t taste the same when it comes out the oven.

Just because you do what Joe does certainly does not mean you have what he has. It’s a small but fundamental difference that brands can never quite grok.

Working with start up’s I see many trying to replicate what successful companies are doing. How they behave. Holacratic structures, 20% time, a culture of experimentation etc. But just because you do it does not mean you have the special sauce. It tends to be when you find the special sauce what you do and how you behave springs from that or at least runs concurrently to having/finding it.

Alphabet/Google is a redonkulously successful company not just because of the things they do…and in many cases despite them. They’re successful because they have an amazing product which changed the way we view the world…not because they ran 20% time. 20% time was something that allowed their success to shine…it did not drive it.

I see so many companies destined for failure because they believe that what they DO will some how be enough to generate their essence

When you're working out with Joe ask yourself what is it that makes my company unique and different. Ask yourself the following 3 Q’s as your catching stars

1.      Is our idea unique? Conceptually are we different to what is currently in market

2.      Can we create the process’s and protocols that allow that idea to shine

3.      Can we develop and nurture the right culture that emanates both internally & externally for us to be a success

Watch Joe and his team. They don’t try too hard thinking about what they DO because it’s natural, easy to understand & the audience love it…and I can tell you with all honesty that really is his truth.

Fat don’t make you fat people….sugar make you Fat!

Now get working out.