Brands in 2020 need to go back to their core customers, and remind their audience of their authentic values in the Age of “Re-“.
Sports teams create customers who have Loyalty Beyond Reason. They can become the ultimate Lovemark, highest on Love and Respect.
Brands are extremely powerful and influential, and when they connect with social causes that make sense, can push positive change.
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.