The Back Story 1.2 on Our “One Brick at a Time Campaign” with Will Smith Video

Posted on December 1, 2009



OUR GOAL:  1,000,000 views by March 1, 2010

So … What Are Your Lovemarks … At Your Blog or Website … Your Answer is Important

As human beings, we connect to one another by inspiration.  The “One Brick at a Time” Campaign follows the birthing TAG LINE of The Legacy Productions:  “…one inch at a time.”  It’s part of our story.   It’s why The Legacy Productions chose a Mission Statement of producing and distributing content that is empowering to our audience, to our company, and to our crews.

lovemark image of the legacy productions one brick at a time campaign

Photo Courtesy of Denise Carbonel

The Pittsburg Steelers had a motto in the ‘70’s.  Whatever it takes. Persistence … determination … under difficult circumstances.  It’s what we do. And it’s part of The Legacy Productions’ brand image.  We combine creative insight with emotion.  It’s not a weakness.  We do it on purpose.  Deep down, don’t we all just want to find an emotional connection to something?

branding image and lovemark of the legacy productions one brick at a time campaign

Photo Courtesy of 33 Interactions

Pure inspiration for The Legacy Productions took form when we were sitting around listening to Al Pacino’s speech in “Any Given Sunday.”  Right.  Too much free time.  We were spitballing.  Throwing concepts on the wall.  We do that too.

It was during a difficult period for us – when we needed real inspiration.   New ideas.  Ideas are the new currency of the Web 2.0 world.   Money helps and follows.  But fresh new ideas are the coin of the realm.  And yes Pacino’s speech has crude language.   Lighten up.  Come on.  He’s a coach.  It is football.  It’s an Oliver Stone flick.   The points made in it harmonize with Will Smith’s advice in the video we chose to be a part of the “One Brick at a Time Campaign“.  It’s emotional.  It grabs you.  We could sanitize the speech here for the indelicate, but that would not be truthful — and it wouldn’t be any fun.  In reality, despite the crudeness of some of the language there is no doubt the Kevin Roberts’ Lovemarks of intimacy, sensuality and mystery are somehow present here in a raw form.  Racking our brains as to where … but we feel it at a gut level, and that is what Lovemarks are all abut.

Does it read the same in text as it plays in the video?  Not really … but you tell us by leaving a comment below.

I don’t know what to say really.
Three minutes
to the biggest battle of our professional lives
all comes down to today.
we heal
as a team
or we are going to crumble.
Inch by inch
play by play
till we’re finished.
We are in hell right now, gentlemen
believe me
we can stay here
and get the shit kicked out of us
we can fight our way
back into the light.
We can climb out of hell.
One inch, at a time.

So what does this have to do with the “One Brick at a Time Campaign?”  We believe a lot.

Insightful advertisers are telling us left brain thinking doesn’t cut it anymore.  Some special brands are so far out in front that they seem to have evolved into something else.

lovermarks used in the legacy productions one brick at a time campaign

Photo courtesy of Bart Claeys

The Kevin Roberts’ Lovemarks concepts we introduced in our “One Brick at a Time” Backstory 1.1 have literally exploded in useage in the Web 2.0 cyberworld.   Brands have created a loyalty that goes beyond reason frenzy in a race to the top.  That loyalty is created through mystery, sensuality, intimacy and creativity; those that can put these ideas into action will become truly coveted brands.  As Kevin points out, Lovemarks allow the brands to charge a “premium” for their product or service … and it continues to work.  Why?  It’s all in the story, in the mystery, the intimacy and the sensuality.  What brand is not interested in charging a premium in this economy?

You want “lifetime” customers and you want them to have a love affair with you, so that no matter what the competition does, no matter what discount shops or big box stores are offering cheaper, they will stay with you and they will pay a premium price to do so. Just as you will stay with your wife or your husband over 20 years because you have loyalty towards them beyond reason; a force that is bigger than a feature and much larger than a benefit is at work.

Create loyalty beyond reason!


In our opinion we face the beginnings of one of the most expansive times ever. We are re-establishing a Renaissance age of old, some might even dare to say an age of new.

It is…

The age of new ideas.

The age of hope.

The age of discovery.

The age of dreams.

The age of emotion.  Where’s the emotion?

Think about it.  Doesn’t it seem like emotion has been taken out of the equation of most purchases? Deep down, don’t we all just want to find an emotional connection to something?   Take real estate for example – we aren’t buying into the realtor’s knowledge of real estate, or because he has “the guaranteed home selling system” – features and benefits like this are transparent.   What we are buying is their integrity and belief that they actually give a damn about us; that they actually care about the type of house we want to build our hopes, dreams and memories in.   All people want as consumers is to feel the world through all 5 of our senses.   It’s where the emotion comes in.

Brands that can ferry us to that mysterious place; brands that can move us from logical reasoning to emotional responses will in all likelihood create loyalty beyond reason.

Convinced?  Find out more here.