I’m not sure why this is lost on so many.
This simple, profound statement by Sir John Hegarty in Campaign last week is at the heart of what’s been forgotten in the industry.
The power of a brand is echoed and amplified by those who recognize the position and meaning of a brand, whether they are actual customer or not.
We wear brands as badges. Brands reflect taste, choice, and personality.
And the fundamental impetus of a brand is that other people understand what they mean. What is says about someone.
This awareness feeds brand growth. It is what many in the marketing world have deemed unnecessary in this age of digital targeting and performance-based thinking.
How wrong they are.
Because building brand is what sustains long-term financial value.
WHY SUCCESSFUL LEADERS COMMIT TO BUILDING BRAND
While the power of strategic branding (we’re not talking logo design here) to help companies increase financial returns, both operationally and in M&A transactions is intellectually understood and acknowledged, it is, inexplicably, a frustratingly difficult sale. Forget the unfortunate reality that many people limit their understanding of “brand” to
Read MoreBUILD YOUR BRAND OR LEAVE MONEY ON THE TABLE
Let’s start with this: your brand is not your logo or your color palette. It’s the perceptions and feelings people have about you, it’s what people say about you to others. Your brand is a relationship first, not a font. To earn that relationship, brands must have meaning, purpose and saliency.
Read More
9 Reasons Your Brand Should Tell Stories
For CMO’s today, options for building your brand are changing before your eyes. These days, leading brands are thinking like publishers, creating editorial calendars, hiring chief content officers and curating their asses off. This is all good and well, but curated content simply won’t deliver the benefits of creating original, emotive content that tells stories. While a good content strategy most often includes curated
Read More
