Branding is a serious business, but does that mean brands themselves must always be so serious. Is there room for more personality? Should you lighten up your brand image?
We often think of brand value in financial terms. But that value, I would venture to suggest, is actually a result of a broader initiative that brands need to think about in these busy times: finding ways to be valuable in the lives of those who buy from them.
Have we become so pre-occupied with the niceties of brand that we’ve forgotten the reason they exist?
I met Mark Hunter on my very first trip to the United States. I was speaking at the National Speakers Association University on how to build a personal brand. Our conversations between sessions over several days would influence how I thought about sales and the business of keynote speaking.
Is there ever a right time to get on the front foot and call out your competitors by name? Motorola seems to think so.
Can the same brand take two quite different positions? Yes. And no.
Why do consumers keep brands in their lives? Relevance.
Consumers look for products and brands that are relevant to their needs. Self evident. But the ways in which they make those choices are much more complex than quality or availability because they are so much more human.
It’s increasingly easy to be a brand that people talk about in glowing terms, part of a sector that appears to be booming, and yet on a downward slide financially.
The hardest thing you can do as a brand owner I believe is to insist on building a powerfully simple brand. It’s hard because single-mindedness is difficult in a world where the consideration set is huge and where others will quickly seek to engage you in a relentlessly upgraded features war.