How to save Occupy Wall Street

The ‘return of our capital’ for the 99% might be the greater principle over ‘return on my capital’, but we face a quandary if taken too far: “The inherent vice of capitalism is the unequal sharing of blessings; the inherent virtue of socialism is the equal sharing of miseries.” Winston Churchill

The success and rapid ascension to the world stage of the Occupy Wall Street movement has forced the enterprise to realize it is a brand that needs investment and funding is paramount; so much so they could no longer be functioning within a month! But is their something more fundamentally wrong with “Occupy Wall Street” that if strategically corrected could boost their sustainable appeal and help provide the movement momentum and much needed funding?

Plato wisely said, “Necessity, is the Mother of invention” therefore, words before “but” are redundant. Skeptics and ehadists belie capitalism has deliberately created a disproportionate deluge and in its wake it punishes, intoxicates and behaves like a despot in the world’s markets, radically debilitating infrastructure and diminishing local economies both to work and provide for themselves and forcing upon all an ever-increasing sense of imperceptible vulnerability.

Capitalism is like a sow with nine teats and 15 babies: crisis is the price of capitalism, that’s the core of the problem. And what created it needs to be fundamentally improved. That we agree. OWS has a role, but it will be a vague memory without cash. Many current interpretations of OWS, (like some of their perceptions of capitalism) are malicious, mischievous, and ill informed. Demonstrably OWS brought people together and out of our frustration, sense of injustice and hope they helped start a world wide movement. That’s OWS: a platform for change. That’s truly great, but getting $50 out of someone is a lot harder.

Without a brand reinvention and clarity of purpose I cannot see OWS playing the role it deserves to play. To build trust, OWS need to reinvent themselves including changing their name. Entrepreneurial lore states that a new ‘brand’ may have 3-4 strategic revisions before it finds it’s rightful place. Occupy Wall Street carries with it an excessive amount of uneasiness if looked at literally by the public. Every inch of media has exposed OWS in a revolutionary light and edged it out on the fray: a brand declines when it’s no longer sublime. To come to the center, OWS need to shift OWS and therefore, OWS need to review their brands architecture that has spawned across cities and countries and seek to find a ‘public facing’ solution that suits the needs of a sustainable fund raising  ‘brand’ i.e., wake up running.

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Author: Dean Crutchfield

In an award-winning career spanning two decades, Dean Crutchfield has created, built and re-invigorated some of the world's most iconic brands.

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