Most companies understand the importance of branding but they struggle with implementing all of the components that lead to success.Read More
If brand strategy is an intangible concept, how can we measure ROI on it? Learn how investing in brand strategy is one of the best uses of your money.Read More
Contribution. There’s a big difference between a cause and a claim. You can make a claim, but you have to live a cause. In part one of this article, I discussed the concepts of branded ritual as tools for marketers who are tasked with taking a brand stand they can uniquely own. Then, in part two, I demonstrated the value of understanding your archetype to build brand strategy. In part three we will explore the importance of contribution as a differentiating brand strategy and powerful tool in self-selection.Read More
Creating a cult brand takes a lot more than clever positioning. After coming out with a bang, then what? Your brand’s reason for being needs to be meaningful and it has to create its own visual and verbal language that is unique and resonates with its fan base. Each “member” must feel that they’re important, treasured, and that they share special values with everyone else in the group—to the exclusion of society as a whole. The brand forms a common core; from it emanates shared values that are holistically satisfying and enrich lives on physical, emotional and spiritual levels.Read More
Brand symbols give meaning beyond the basic business value proposition. Symbols create unity, relay meaning, evoke emotion, and transcend time.Read More
Nothing engages human beings like a good narrative. Nothing has formed distinct cultures and bound them together since ancient times like storytelling. Narrative has great power. It’s engaging if it’s relevant to an audience. When a story makes a deep impression, it becomes memorable. A strong narrative moves people because it elicits emotion. When they adopt it, it becomes part of the fabric of who they are.Read More
Who are we? Who do we want to be? When the vision, passion and values of one-of-a-kind brands inspire us and make us want to make their statement our own magic happens. These are badge brands.
Badge brands have soul and character. They own a position; one that no other brand can own or ever will own. They’re unlike anything else we’ve ever seen and they make us want to be a part of the whole experience. Badge brands aren’t only about the image we want to project to the world; they’re a lifestyle choice with a definite POV and not in a tepid way. They bowl us over and we’re eager to join them.
What do lululemon, starbucks coffee, harley davidson have in common with the catholic church?Read More
The best-loved brands are enablers; they help their devotees to live better, more meaningful lives. These brands make life richer because they don’t focus on selling products and services or features and benefits; they satisfy the deepest emotional yearnings that people have.Read More