Brand transformations are like personal transformations — shine a light on the salient qualities and then amplify for everyone to see.
Politicians must be their own brand. The 3 branding lessons they teach us are: have a plan, stay on message, and trust in the process.
Human beings have one thing in common: We love great storytelling with compelling characters. The best brands connect using stories.
There are 3 types of brand storytelling: functional, emotional, and moral. Your brand should figure out what kinds of stories best fit.
Writing a branding plan can be like building a house: foundation, floorplans, decorations. Think of a house as an analogy for a brand.
Understanding customers’ struggles, motivations, and emotional memories can reveal insights deeper than what Big Data can provide.
If your brand was a person, how would s/he dress? How old? What’s his/her style? Think of your brand as a person, and describe him/her.
The best brands have clearly defined personalities that can be described in 5 words as to how they make their customers feel.