From J to McCombs to English at Work, seems like “Brand” is what I do now. As I try to focus my method, I thought again of this great slideshow about brand.
Here are a few notes and favorite lines:
14: A Brand is a person’s gut feeling about a product, service, or organization.
28: Problem: In most companies, strategy is seperated from creativity by a wide gap.
29: On one side are strategic thinkers (analytical, logical, linear, numerical, verbal) and on the other side are creative thinkers (intuitive, emotional, spatial, visual, physical).
32: A charismatic brand is any product, service, or oranization for which people believe there’s no substitute.
34: Charismatic brands: Amazon, Apple, Disney, DK Books, Google, Idea, Krispy Kreme, Levi’s, Mini Cooper, Nordstrom, Oxo Goodgrips, Rubbermain, Samsung, Southwest Airlines, Virgin
50: Who are you? What do you do? Why does it matter?
51: Unless you have compelling answers to these questions, you need more focus.
54: Ban brand extensions are those that chase short-term profits at the expense of long-term brand value. Good brand extensions grow the value of a brand by reinforcing its focus.
Differentiate, Collaborate, Innovate, Validate
Our ______ is the only _____ that ______. Brand name, product category, uniqueness.