The strongest brands aren’t created
with a logo or a tag line. They aren’t created with an
advertising campaign. They aren’t even created with a
product or service. They begin with a compelling vision -- a
vision whose foundation is deep customer insight. The insight
may be informed by personal experience, in-depth research, active
listening, intuition, or one or more of many other paths to
customer intimacy.
The strongest brands strive to understand
cultural context, underlying values, hopes, anxieties, fears
and other motivations. They also strive to understand self image,
icons that evoke strong memories and feelings and other emotional
stimuli. The most progressive organizations find ways to experience
relevant contexts and situations with their customers.
The strongest brands are authentic and stand
for something. They possess integrity. That is, they are internally
and externally consistent; they are who they say they are.
The strongest brands have a distinctive and
consistent ‘voice’ and visual style. They weave
compelling stories. And they strive to develop emotional connections
to their intended customers.
The strongest brands transcend specific products,
services and delivery vehicles. These brands are most closely
associated with functional, emotional, experiential and self-expressive
customer benefits. They exist to meet deeply felt human needs
in unique and superior ways.
Is yours one of these brands? I hope that
it is.
It’s a Branded World, or Did you
know that any of the following can and have been branded?
- Products and services
- Companies
- Professional service firms
- Retail stores
- Hotels
- Restaurants
- Theme parks
- Colleges and universities
- Elementary schools and high schools
- Museums
- Municipalities
- States
- Regions
- Software
- Musical groups
- Other performing arts groups
- Summer camps
- Artists
- Musicians
- Authors
- Actors
- Other individuals
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