a new brand world

8/12/2019 A New Brand World

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A NEW BRAND WORLD: Scott Bedbury with

Stephen Fenichell

8 Principles for Achieving Brand Leadership in the 21stCentury


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- CHAPTER ONE: All aboard the BRAND-wagon:

Almost every brand in existence today can be reduced to the status of a

commodity if it fails to EFFECTIVELY EVOLVE both its PRODUCTS and itsMARKETING COMMUNICATIONS. You cant do just one or the other.

The most valuable assets of a company are no longer physical (factories,trucks, warehouses, materials, employees)

There is now more than ever a pressure for companies, to behave more

responsibly as citizens Be, seen, heard, and remembered. While also maintaining a level of respect

and desirability.

Never confuse brand awareness with brand strength.

Success = A compelling product that EVERYONE can understand, a business

model that actually works, utilize common sense when reviewing creative

ideas

A product is no more than an artifact around which customers have

experiences

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CHAPTER TWO: Cracking Your brands genetic code:

Every brand has at its core a substance that gives it strength. You have to

understand it before you can grow it.

No two brands are EXACTLY alike. Founders are a bit like the parents, their

discipline, beliefs; visions for the future (etc) are embodied by the brand. The

aim of the game is to have your brand outlive and thrive any expectations.

Essentially, cracking you brands genetic code all boils down to tapping

into the essence and an ethos that truly defines who you are to the people

who matter: the customers, the potential customers, as well as employees.

Define the mantra of the product. Brand mantras are not slogans, but

[rather] touchstones that help to shape what kinds of products/services, how

they conduct their business, and how decisions are made as to what kind of

people they hire. Though it is important to demonstrate consistently to the outside world that

you know what your brand is about, ultimately it is even more important

first to demonstrate this internally and to continue to do so at every possible

opportunity.

- CHAPTER THREE: Building BRANDwidth:

[The spandex rule of branding]: Just because you can doesnt mean you

should.


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Striking the right balance between the imperatives of growth and the need

for ongoing brand preservation and conservation is and will continue to be

the chief challenge.

It is a mistake to pursue growth for growths sake.

Whenever a company attempts to broaden its brand---for increased

revenues or for profits---it shouldalways be diligent about assessing theimpact that additional brandwidth will have on its brands strength.

Look into Co-Branding? Perhaps strategic alliances could be lucrative.

- CHAPTER FOUR: Show some emotion:

Transcend a product-only relationship with your customers

Belonging: We all want to belong to something bigger then ourselves

Rugged Individuality and Freedom: The near universal desire for greater personal

freedom, and the more than particular American quest for rugged individuality, are

what we might want to call cultural emotions. These feelings draw upon a nostalgic

appeal for a particular culture and are often felt more strongly by those outside the

culture than inside. Refer to Maslows scale of human needs: The need to feel safe, The need for love,

affection and belongingness, The need for esteem, The need for self-actualization

Effective brand building requires making relevant and compelling connections to

deeply rooted human emotions or profound cultural forces.

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CHAPTER FIVE: Brand Environmentalism:

What is brand environmentalism? No brand steward worth his or her salt can

ignore the fact than brands absorb all impressions, negative/positive, whenever and

wherever they spontaneously occur. This means that the environment in which a

brand exists is wherever that brand is discovered or discussed, not just where acorporation desires it to be. Brand environmentalism is about more than just how

the brand looks at the retail level. Brand environmentalism means accepting the

responsibility to protect your brand and present it in the best possible light

whenever and wherever it may be found.

B.E. also means undertaking a commitment to constantly improving and

safeguarding the integrity and associative value of everything that surrounds the

brand in all phases of development.

Feel what they feel, See what they see, Hear what they hear, Smell what they smell

When thinking of ways to cut costs, begin in areas that customers cannot readily see.

Then work back from there. Above all else, be consistent across all customer contact

points. You are only as good as your weakest presentation. Elevate the brand while cutting costs. Become a master at mass customization.

Remember that nothing is trivial or insignificant, and that nothing can be ignored.

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CHAPTER SIX: Brand Leadership:

All brands need good parents


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a new brand world

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