It happens all the time. A unique, almost magical idea erupts into legitimacy and success -- only to get compromised and watered down to the consistency of milquetoast. It's happened to the likes of Microsoft, "The Tonight Show" and NASCAR. And during the past few years, I've witnessed our own, beloved Summerfest make the same corporate death-march.

For, arguably, the "best fest" in the nation, Summerfest's brand is virtually soulless. Lately, its advertising strategy has been reduced to: "Let's tell people the dates and show them the smiley face. Good enough." Well, I call that resting on corporate laurels -- and it not only doesn't resonate, it erodes everything Summerfest has built since 1968.

I've preached volumes about branding in past blogs; the Big Gig is turning up its nose at brand management -- and turning its back on its core user.

Now, listen up. The "30-Second Brand Speech" goes something like this:

Figure out who your core users are. Research their wants and needs. Ask yourself what's happening in the market -- any hot trends? And lastly, who the hell are you? What do you stand for as an organization? What about you speaks to that core audience, is different from your competition and is relevant within the market? Whatever that is, scream it from the top of every mountain. Attempting to be everything to everyone only means you are nothing to no one.

Summerfest's latest ad campaign illustrates its now-soulless brand: "Get your Summerfest on." Whoa, what a unique selling point! You can replace the word "Summerfest" in that statement with just about anything and it would mean as much. "Get your Bar Mitzvah on." Or, "Get your Depends Adult Diapers on."

Allow me to utter two of my favorite words: Harley-Davidson.

It's just about 40 blocks from festival grounds, yet light-years away on a brand landscape. (Or, "brandscape," if you want to sound like an overpaid, self-appointed West Coast advertising guru.) Now, I don't want to hear about budgets or media weight, because it doesn't cost any more to choose to speak from your soul. Obviously, H-D's brand has stayed true to its core user (maybe 'cause its core user would kick its ass if it strayed). It's narrow in its focus by simply taking that core message and shouting it out to anyone interested.

In fact, before you read on, I want you to watch this video right now.

Now, apply that same "Core Fever" to an amazing, one-of-a-kind musical party that lasts for 11 days on the shores of Lake Michigan. Wow. What a powder keg of brand potential, right? If the organization behind that incredible fest was in touch with its core user, it might embody its true self. That would turn my frown upside down. Rock on.