Are you always thinking about your brand? Here’s what we’ve been thinking about.
The gap between strategy and identity is the central challenge most organizations face when defining and articulating the complexity of their brand with simplicity.
Transforming otherwise identical offerings into an experience, ritual can add a unique benefit by offering non-feature differentiation.
Many companies fail to achieve their branding goals because they mistake their brand for their product, service or technology. Simply put, a brand is none of these!
The days of advertising led brands are dead. A shift from monologue to dialogue has occurred. No longer can a company say one thing and do another. People want brands they can trust.
Companys’ vision and mission statements often fail to capture the true nature of their core purpose, what makes them different, relevant and authentic. Successful brands understand that their core concept serves as a compass, guiding the organization, its partners and its consumers.
The human brain organizes much of our experience, knowledge and thinking into stories. As we all know, rivalry makes for a great story; leveraging exclusionary positioning and providing an antagonist can add to an existing identity.
Most companies see brand building as a process of addition, where every touch point adds to the overall experience. Yet, branding is not based on the process of addition. It’s based on multiplication.
On May 13, 1931, Neil McElroy (P&G) proposed the modern concept of “branding”… and brand management was born.
Could you recognize the unique smell of Crayola, or Play-Doh? From automobiles and airlines to hotels and consumer products, scent is being used to engage and persuade consumers. It rounds out the typical verbal and visual experience.
Building a strong brand means managing consumers’ expectations, honestly and consistently. However, all too many try to be something they’re not, only to disappoint consumers with outlandish claims they couldn’t possibly live up to.