The Fever

Ever had something on your mind that won’t go away?  Ever been so obsessed with a person or a thing that you can’t sleep or eat or focus?  Then, my friend, you’ve got The Fever.  While sometimes people who have it become delusional or psychotic, I like to think of it as a healthy obsession and it is, in my mind, what you want your business or brand or product to generate. The best expression of it was by The Boss in his classic song:

When I get home from my job I turn on my T.V.
But I can’t keep my mind on the show
When I lay down at night, oh I can’t get no sleep
So I turn on my radio
But the only sound I hear is you whisperin’ in my ear
The words that you used to say
Now my days grow longer
‘Cause my love grows stronger
And the fever gets worse
And I’ve got the fever for this girl

He can’t get her off of his mind, he can’t sleep, can’t watch TV – it’s pretty intense (as is this 1978 video of Bruce with Southside Johnny, Miami Steve, and others doing the song).

I think we want those kinds of personal connections.  Ultimately, we as marketers aren’t going to reach the intensity one human feels about another but it’s not a bad place to keep in mind.  Think it can’t be done?  Look at the lines outside the Apple stores when a new iPhone gets released or outside book stores when there’s a new Harry Potter book.  If you’ve carted a 14 year old to a store at midnight to get a book or a new video game you understand.  It’s The Fever talking…

What are you doing to generate that kind of heat? Are your customers obsessed or are you just one of many disposable brands?