Topics

brand promise

Brand Truths That Focuses on What’s Truly Meaningful

August 11, 2014 —

Brand Truths That Focuses on What’s Truly Meaningful

Brand Truths In our latest white paper we list five fundamental principles that drive our efforts to help your brand thrive in the 21st century. Here, we explore one of our drivers: “truth, authenticity, and credibility.” This is what we refer to as brand truths. Here’s an explanatory extract from the white paper: “Emotive brand strategies are built out of what is already true about your brand. As such, the new purpose and behaviors we propose are authentic to what your brand is, and are welcomed by customers and employees as credible offerings from your brand.”...
Read more >
Why Brand Strategy Needs to Start in the C-Suite

July 1, 2014 —

Why Brand Strategy Needs to Start in the C-Suite

For brand strategies to have any real traction, they need to be born – at least in spirit – in the C-suite. Here are three reasons why: 1.  Capture and reflect vision The leadership team sets the vision for the enterprise. This vision informs the tone and spirit of the brand strategy. 2.  Engage senior management ownership A new brand strategy is a moment of transformation for the company. As active participants in the development of the brand strategy, senior leadership takes an ownership position in this change process. 3.  Signal senior management buy-in When it is well known...
Read more >
Brand Promise: The What, Why, and How of Great Brand Strategy

June 9, 2014 —

Brand Promise: The What, Why, and How of Great Brand Strategy

There’s a lot of talk about the concept of brand promise. But, what is a brand promise? Why does my business need one? How would it make my business stronger? How does it relate to my brand strategy? Here we explore the answers to these pressing questions. What is a brand promise? And perhaps more important, what kind of a brand promise does your business need in today’s world? A brand is a promised delivered. A contemporary brand promise articulates an idea that goes beyond the rational benefits that worked in the past, and extols a higher-order emotional reward. A brand promise is...
Read more >
The Power of Being Stubborn Around a Single “Beacon” Idea

November 8, 2013 —

The Power of Being Stubborn Around a Single “Beacon” Idea

George Tannenbaum is a noted advertising copywriter and prolific blogger. In his wry, and often acerbic way, George chronicles the tension of being a creative thinker in the world of business. In a post, he recounted the experience of being at a client’s annual shoot for a celebrity TV spot. Anxiety is the king of such events, and George talks about the problem of working with inexperienced and politically-driven executives who do nothing but worry and create chaos. He offers this advice to people who want to remain cool, collected, and purposeful in such an environment: “Never...
Read more >
Who’s Driving Your Brand Promise?

July 28, 2013 —

Who’s Driving Your Brand Promise?

One of the essential components of an emotive brand is a brand promise. Yes, we’re always talking about emotional responses and getting people to engage, but people don’t engage with fluff. They engage with something they relate to, and that comes from a driving idea. You can quickly test whether you have a brand promise – and a potentially emotive brand – by asking two questions. First, what is the brand promise? This should be the easy one. If you’re Zara, it’s fast fashion. If you’re Pepsi, you’re “living for now.” If you’re Starbucks, you’re the world’s café. The second question is a...
Read more >