Brand Strategy
May 28, 2011
Comments (0)
authenticity, brand management, brand strategy, category disruption, creative retail design agency, customer experience, design as business strategy, design language, design management, design strategy, Integrated Marketing, retail brand strategy, strategic planning, using trends in brand development
This morning a friend asked for a must-read list on branding fundamentals. The Brand Gap sprang to mind first. This book stirs the spirit of the brand steward right in their tracks. The Brand Gap is a quick way to start a real dialogue about your brand.
I started thinking about methods I use to focus teams to think about their brand in a new way.
The list below is a mini-workshop starter. Now create a list of other companies that are relevant to your situation ( i.e. competition, fashion, cars that attract your customers, etc). Spend time as a team identifying what the new list of brands onlynesses might be.
The following formats generate different results.
- SBUX isn’t coffee ——>it’s freedom to be you in the third place.
- HOME DEPOT isn’t building materials ——>it’s empowerment.
- REI isn’t outdoor and camping gear——> it’s access to the outdoors.
- COKE = refresh the world
- TARGET = design for the masses
- VOLVO = safe
- SOUTHWEST = fly cheap
- WALMART = lowest price
- FEDEX = overnight, guaranteed
- NORDSTROM = service
What is your company’s onlyness?
No comments yet, be the first!