Fareed Zakaria and the power of a greeting

[Originally published on B2B Brand Debate]

“Welcome, to our viewers in the United States and around the world.” Every week, Fareed Zakaria, acclaimed author and columnist, begins his broadcast with these words. The show is Fareed Zakaria GPS, a weekly international affairs program on CNN, and the topic is public affairs with a focus on international issues (“GPS” stands for “Global Public Square”).

By beginning each show with these three simple words, “around the world,” Zakaria instantly sets the tone for a program that will not necessarily present the same points of view as anything else on CNN, not to mention Fox News or the major networks. His greeting suggests that GPS is inclusive and globally conscious, and the suggestion is roundly confirmed by the eclectic range of topics and guests on the show. And so, 10 seconds into each episode, Zakaria has presented his viewers with the first clue to his show’s theme, and spends the remainder of the hour consistently supporting this theme with thoughtful interviews and thought-provoking editorials.

Many brands could learn a valuable lesson about consistency from GPS and Fareed Zakaria’s greeting to his viewers. When discussing strategy with brand managers, consultants usually talk about the need for absolute consistency. Once the brand’s position and personality are defined (note that Mr. Zakaria has an advantage here, with his considered and well articulated point of view), it should be expressed consistently through every point of interaction—name, logo, tagline, website, advertisements, sales strategies, and so on. Often, this list ends with “even what the receptionists say when they pick up the phone.” Sometimes the client chuckles, sometimes not. But the inclusion of this last item is always intended to demonstrate the lengths to which one could go to ensure the consistent expression of a brand’s identity.

The introduction to GPS was clearly pre-meditated—it’s too similar from show to show not to be on a cue card somewhere in the studio. However, because it fits so well with the ensuing program, it never comes off as insincere. Zakaria has managed to successfully suggest an idea as big and complex as globalism simply by deciding to add a few words to each show. So maybe those little details—how your receptionist answers the phone, the music you play for customers while they’re on hold, or the instructions that come with one of your products—are worth more than a chuckle after all.