Today I stumbled across a post from the end of last year on a "Manifesto for Real Brands". It was
a bit of a rant that summarised the beliefs behind WTS? and the
campaign for more substance, less spin. With 6 months and another 80 or so posts
more of experience, the 8 key points still seem as valid as ever, if
not more so. I thought they were worth sharing again, especially as a lot of people have only started reading in the last month or so:
1. Real branding is not a beauty contest, it's about boosting the bottom-line
2. Real brands build on deep, immersive insights
3. Real brands drive the whole business
4. Real brands are authentic, building on a genuine product truth
5. Real brands use emotion ("sizzle") to sell a compelling product story ("sausage")
6. Real brands avoid "brand ego trips" when extending, by sticking to what made them famous
7. Real brands are a magical mix of smart strategy and excellent execution
8. Real brand leaders inspire their people by saying less and doing more
I've turned the manifesto into a pdf that you can download and share: Download CampaignForRealBrands.pdf
The fight goes on!
Just read the manifesto; I agree mostly BUT I think real branding is actually about boosting the top line (which allows you to improve bottom line), and over an extended period. Focus on boosting the bottom line is achieved by lots of things including (short term) stuff like cutting budgets etc. Top line growth comes only by selling more and/or higher prices achieved by having- you guessed it- a stronger brand....
Posted by: Nick | July 23, 2007 at 12:08 PM
I love this checklist. I think that if you can objectively audit your company's brand portfolio strategy/plan/culture against it you can provide yourself a benchmarking tool against which to measue progress and keep yourself/team/board honest!
Posted by: Ian | July 23, 2007 at 07:37 AM
Fighting talk, that's what I like to hear!
Posted by: David Taylor (brandgym) | July 17, 2007 at 10:44 AM
...for we must continue to fight, because there are so many crap branding examples... and we're mad as hell, and not gonna take it any more!
Posted by: themolk | July 16, 2007 at 11:39 PM