3 is the magic number, or so sang De La Soul. (Anyone else remember that one??)).
Douglas Adams would have you believe it’s 42.
But my magic number is 35.
35 is the number of brands that appear across all 3 global brand valuation studies (BRANDZ, Interbrand and Brand Finance). I’ve been researching the brand strategies of the brands that appear in these studies since 2013. (Yes – I’m a total brand strategy geek, and proud of it). But it’s the ones that appear across all that I do a really deep dive on every year. And this year there are 35 of them.
Now, I hear some of you scoffing. Because it’s easy to take pot shots at these valuation studies, as the inimitable Mark Ritson does here. The figures for the same brand are often widely different. Take Google – who BRANDZ value at $323,601m and Brand Finance have at $159,722m. Just a teeny $163,879m difference. A mere...
I almost didn’t write this blog. What hasn’t been said about brand purpose over the past decade?
But then I started reading that advice. And realised you might just want something clearer and simpler.
So here’s 4 takeaways that cut through a decade of musings on ‘purpose’, to help you understand what it means for the brand you are building.
1. Having a purpose benefits your business in a multitude of ways, so you do need one.
Defining a clear and compelling purpose has been linked in research* to:
It's an investment that packs a punch.
Purpose is also critical as a means of connecting all of your marketing efforts.
Purpose is the great uniter. If your marketing efforts aren’t being developed with the overall purpose of the...
If you can confidently complete the next sentence in 10 seconds, you don’t need to read this blog.
A brand is _______________________ .
Not so easy is it?
But you know you need a good brand, right?
Everyone talks about brands. But what are they actually talking about?
Hold those thoughts for a moment, while I ask you another question. Imagine I sent you a bank transfer for $50,000, and you had to use it to buy a new car. Which brand of car would you buy?
I bet answering that question was easier, right?
Now, the reason it was easier to answer that question comes back to what a brand actually is.
Brands are what people think they are.
Walter Landor, the founder of one of the world’s largest and oldest brand consulting firms (where I cut my teeth on brand strategy) expressed it this way:
“Products are made in the factory, but brands are created in the mind.”
What did he mean by...
Come on, admit it.
You know you’ve done it.
At least once.
Who hasn’t used Apple as their brand hero at some point?
In a presentation. In a workshop. On their vision board. As an example of a brand you want yours to be like.
Apple may no longer have the top spot in all of the world’s most valuable brands rankings (although #1, #2, and #3 is not exactly shabby), but as a brand strategy example, it’s still the boss. Who wouldn’t want to learn from a brand with an estimated average brand value of $242,324m?
Yup – we all still want to know the magic sauce behind its success.
Lots of people write about how Apple thinks different. And does different.
iPod, iPads, Apple Stores, Genius Bars, iTunes… we all know these ground-breaking examples.
So, let me share with you what they do that is exactly the same. The same as all of the other world-leading brands I’ve worked with. Something that can help you strengthen...
As I sit in the UK on the first day of lockdown, I know that many of you, while feeling unsettled, may also be looking at this as an opportunity to step back and reassess aspects of your brand and businesses.
One thing you may be considering is whether or not to redesign your logo and website.
Perhaps you've been considering this for a while, or perhaps you see the recent slow down in business as the perfect opportunity to refresh what your brand looks and feels like.
But I will let you into the secret of how the world's most valuable brands will be approaching this.
They will not be changing what they look like, or what they say about themselves unless they want to signal that they are doing something radically different - or want to stand for something different - in their customer’s lives.
Well, here's a secret for you...
There are '7 Simple Steps' to a world-class brand strategy. They work for ANY brand in any industry, and you can get them FOR FREE in my 4-part video mini-course.
This proven formula is based on my 20 years of global brand strategy experience and study of the 181 world's most valuable brands, and it's yours today, for free.