Zillion’s Melt Madness Greenville Region 1 Week 3 Results are In!
Last week proved Greenville Region 1 capable of bringing the heat with ideas and brands with strong, mission-driven orientation. This week, the four winning brands–all of whom stress strength, will, and a higher purpose–meet up for the first time in our competition. Whose ideas will outshine the others? It’s a battle for the ages, and it’s all starting now.?
Before we reveal the winners, let’s look back at last week’s coverage to refresh ourselves on what each idea and brand brings to the table. Marquette’s “Be the Difference”, Notre Dame’s “A healing, unifying force for a world deeply in need” and Holy Cross’s “Discover purpose. Choose hope. Lead change.” exemplify the action-orientation which reflects their values. Oklahoma’s idea “The strength of many, the will of one” distills the power of the broader Sooner community when activated through the actions of the individual. These ideas stand out for distinctiveness while remaining true to the mission and orientation of the brands themselves.
With such a strong and purposeful playing field, how did our analysts make the hard calls? Ultimately, it came down to which of the brands best combined their idea with an element of distinctiveness which elevated it from the others. Congratulations to Oklahoma and Notre Dame, our women’s Greenville 1 regional finalists!
The Oklahoma v. Marquette decision was tipped in favor of Oklahoma as a direct result of the distinctiveness of “The Strength of Many. The Will of One” relative to “Be the Difference.” While Marquette’s idea strongly motivates behavior aligned with values, the appeal it possesses may be due in part to its familiar nature. Further in favor of Oklahoma, the idea serves to reflect the impact of both the community and individual when empowered by the university.?
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Our analysts made similar calls when determining the outcome of the Notre Dame v. Holy Cross pairing. Both ideas play in a similar space, however, what’s unique about “A healing, unifying force for a world deeply in need” is its deft blending of a claim within an authentic exhortation to mission. It operates from an assumptive belief in the truth of the very action it is willing to occur. While it’s a subtle distinction, Holy Cross’s “Discover Purpose. Choose hope. Lead Change.” presents a set of operating instructions. Holy Cross’s idea is the cause, while Notre Dame’s idea is the effect. The degree of confidence in the Notre Dame idea is the very thing which propelled them to the win.
It’s your turn–how would you have called these pairings? As the competition gets tougher, how should we make these challenging calls? Let us know in the comments.
Share, engage and follow #zillionagency – join us tomorrow afternoon for our women’s Greenville 2 region winners. Men’s coverage continues tomorrow with our East region winners!