What's your weird green liquor?

Here's some news: Virgin America Airline now offers absinthe in-flight. Since when is an airline adding a particular beverage to its menu news?

In this case it kind of is. In case you hadn't heard, absinthe (also called wormwood and the Green Fairy) has a reputation. It's seen as mysterious, dangerous, mind-altering. It was a banned substance around the world until recently. It only became legal in the US in 2007.

So for Virgin -- which cultivates an edgy, decadent image -- to offer absinthe not only seems mention-worthy, it also fits. It would be downright ghastly if United followed suit. Sort of like Pat Boone singing heavy metal. (Wait; that actually happened, didn't it?)

Here's the important point: They're actually doing something. They had to come up with the idea. They had to go out and get some absinthe.

Too many nonprofits (and businesses) want to skip that doing something part. They want to proclaim what they're like with their brand standards and leave it at that. As if you can go about business as usual, but everyone will think more highly of you. Which is about as effective as if Virgin went around saying Oooh! Absinthe! We're so cool! -- without coming up with some actual absinthe.

Forget the puffery. Nobody is fooled any more. If you want to get people's attention, you need more than a brand image. You've got to do something. And it had better stand out.

Thanks to Donor Engagement blog for the tip.

Technorati Tags: fundraising, branding, absinthe

Comments

[Jeff Schreifels]

I love this Jeff! Thanks for posting this and inspiring people. I hear from non-profits all the time and they talk about doing constantly, but most never do anything. They are loaded up on fear!!! In fact, I believe Fear drives most of the non-profit industry...kind of ironic.