Upload
juliasully
View
289
Download
1
Tags:
Embed Size (px)
Citation preview
“A brand is an entity that engenders an emotional connection with a consumer.”
Stanley Hainsworth, former Creative Director at Nike and Lego
I like to think that brands need to be snow globes. Snow globes are made of glass, and sometimes they are shaken up. When the snow settles, the scene is
almost always beautiful.
Great brands must be transparent, and sometimes they get “shaken up” with controversy. When the dust clears and
the truth comes out, they need to prevail with a great image.
The pieces of a brand need to be carefully examined. These pieces come in the form of the leaders, the foundation, the mission
statement, customer service, the employees, the product, the tone used in
their social media, and much more.
Many brand indicators stem from the creation of the company or product. Who created the company? Why did they do
it? How did they do it?
The more clear and consistent a brand is, the easier it is for the consumer to understand and
recognize that brand’s identity.
“If a company lacks soul or heart, if it doesn’t understand the concept of “brand,”
or if it is disconnected from the world around it, there is little chance that its marketing will resonate deeply with
anyone...
...It’s a lot like putting lipstick on a pig.”Scott Bedbury, former brand consultant for Nike and Starbucks
Brands need to have a pure core in order to have a chance in this day in
age, where consumers ask for transparency or dig for information
themselves if they have to.
“The brand already exists. It’s already at work in the minds and hearts of people. Maybe they’ve just overlooked an aspect of it.”
David Fowler, Ogilvy’s Executive Creative Director