Transforming your brand vision into a set of belief statements can constitute 1) Philosophy on the state of the world or your category and 2) Your methods of operating which deliver to your beliefs. The true value of Beliefs is that they allow you to look at the brand through the eyes of the smallest division or department that must deliver the Brand Vision.
Dear Brand (this goes for humans too), if you want to be more interesting and memorable then Be Less into Yourself and Be More into What People are Into. Slogans […]
The proliferation of digital contact points has created a significant tipping point for marketing, shifting the balance of power towards consumers and away from large corporations. Historically brands were built […]
We believe Brands must be more than a promise, or a positioning, more than benefits, they need a Human-Centric Idea™, that has the ability to transform the way a person […]
Great brands INSPIRE customers with their BELIEFS not with their PRODUCTS and SERVICES. Great brands have PURPOSE, we as consumers want to join them in their purpose. Great brands tell us WHY they do what they do. Then they tell us HOW they do it and finally WHAT they sell.