Crane is a character on David E. Kelley’s ABC legal drama Boston Legal. Played superbly by William Shatner, he is a partner in the law firm Crane, Pool and Schmidt. Early in his career, he was an exceptionally talented and successful attorney. Indeed, the name “Denny Crane” communicated a position of such dominance that simply mentioning him at a lawsuit negotiation would command a favorable settlement.
Denny Crane was a powerful brand.
Unfortunately, “was” is the key word. In Boston Legal’s present, the name Denny Crane no longer conveys strength and superiority. In fact, the character’s over-reliance on his name — or brand — is a recurring comedic element. Walking into a conference between his firm’s associates and plaintiff attorneys, he pronounces, “Denny Crane” — but lawyers on both sides of the table simply look at each other, then continue their meeting. He repeats his name, more forcefully — and again fails to get the desired reaction. He looks puzzled, unable to fathom the gap between what he expects his name to mean and the indifference it inspires. Finally, one of the associates takes his arm and leads him out of the room while the rest resume negotiations.
Similar scenes — at once laughable and sad — play out in court, in judges’ chambers, and even in his personal life. In one episode, he exclaims, “I’m Denny Crane, damnit!” — as if adding an expletive might be enough to recapture the respect his name once evoked.
Denny Crane just doesn’t get it. His brand is dead. Worse — it has become a caricature, a parody. How did this happen?
Over several episodes we learn that Denny has made some classic mistakes which can devalue or outright destroy a brand:
• He stopped delivering on the brand promise. Initially, the name Denny Crane consistently meant intelligence, skillful and passionate advocacy for clients, and successful outcomes. When Crane the man ceased to embody these traits, so did his name.
• He overextended the brand. By taking on cases he and his firm were ill suited to handle, Denny Crane diluted his brand, turning focused success into diversified mediocrity.
• He abused the brand. Even strong brands will falter under the weight of too many negative associations — and Denny Crane has let his name become synonymous with heavy drinking, womanizing and other undesirable traits.
• He overused the brand. Constantly drawing on his name and reputation, but rarely adding anything positive to it, Denny Crane has effectively emptied his brand of value. Repeating his name again and again won’t solve the problem — in many ways, it is the problem.
The collapse of the Denny Crane brand on Boston Legal makes for great comedy, but it’s no laughing matter when once successful companies and organizations — Datsun, RCA, Schlitz, Oldsmobile, Tappan — end up in the same downward spiral.
What can be done to ensure that your company doesn’t become a Denny Crane?
1. Make sure you are delivering on your brand promise. Engage, interview and survey your customers and prospects to identify any gaps between your brand promise and what you deliver. Also watch for disparities between what you promise and what prospects actually believe.
2. Avoid straining or diluting your brand. Don’t attach your brand to products and/or services that do not correlate with your core brand promise.
3. Safeguard brand value. Confirm that company procedures, policies, and personalities align with the brand promise and will not harm it.
4. Use your brand judiciously. Carefully evaluate each and every use of your brand — loose application and overexposure can drain a brand’s potency and make it feel trite, hackneyed or stale.
By staying vigilant and proactive, you can maintain your brand’s health and vitality and never end up exclaiming “I’m Denny Crane, Damnit!” to an audience that no longer cares.
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