Emotionally Meaningful Brands Archives

We spotted a nytimes.com report that highlighted the fact that cars today – across the board – are more dependable than ever before.

To quote David Sargent, spokesman of J.D. Power and Associates, “There are no really bad vehicles anymore.”

This hasn’t always been the case.

Ask anyone over 40 and they’ll probably know this definition of “Ford”: Fix Or Repair Daily.

But, as with so many things, it’s getting easier and easier for competitors to level the playing field.

Standing out today is harder than ever.

Welcome to Commodity-Ville, next stop oblivion.

This is why we encourage our clients to find ways to differentiate through emotions and meaning.

All things being otherwise equal (to a great extent, anyway), the brand that makes people feel something unique and special will win the race.

But don’t assume a slick and “emotional” advertising campaign will do the trick.

Meaning isn’t a superficial notion, it needs to run deep.

It is created when brands engage around the beliefs, values, interests and aspirations of the people important to their success, inside and outside the brand. Continue reading “Brand Strategy: How To Escape Commodity-Ville Through Emotions & Meaning”

One of our greatest pleasures comes from unveiling to our clients something they’ve never seen before: the meaning and emotional power that’s been hidden within their brand.

When our clients suddenly see their business as a purposeful, emotive and gratifying force in the world – when they see it can hold a “meaningful position” in the hearts and minds of people – their eyes open wide, their pulses quicken and their imaginations ignite with possibilities.

But, for us, the most gratifying aspect of our work will come as our clients bring the power of their “brand promise” to all the people associated with their business, inside and out.

A powerful brand promise inspires employees to do work that matters to themselves, to their colleagues, to their employer and to the world; it inspires them to treat their peers and people outside the business in compassionate and empathetic ways; it inspires employees to align, collaborate and focus their energies on helping the business reach its goals as it achieves its promise.

The purposeful orientation of a business’s employees goes on to affect the outside world in significant ways. Interactions between your people and the outside world are managed to create meaning and are laced with the good vibes your brand emits.

Inspiration.

It’s powerful stuff.

Just the stuff your business needs to be stronger today, and better fit for the future.

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Tag: Emotionally Meaningful Brands

Brand Strategy: How To Escape Commodity-Ville Through Emotions & Meaning

Why We Love the Power of Inspiration