Wherever you stand on the impending US election result, it’s likely that you’re emotionally invested in the outcome.
That’s partly because, when we vote for a particular person or party, we’re casting a vote for what we believe in. It can feel very personal – do they value what I value? Do they believe and stand for what I do?
And politicians know this:
“The character of the country is on the ballot. Our character is on the ballot. Look at us closely,” said Joe Biden in the last Biden-Trump head-to-head debate.
It turns out that it’s not just our politicians’ values that we’re looking at closely.
Increasingly, prospective employees and customers are scrutinising organisations to understand their values.
“Candidates are seeking workplaces where they can intertwine their beliefs with those of the company, and work together on a common vision of purpose and success.” Harvard Business...
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...
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.
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