Key management summary of Brand Leadership text
Avoid viewing the brand too narrowly. Instead, have a broad and rich brand identity which is aspirational.Read more at location 102
As far as possible, always link the brand to one specific functional benefit which is compelling and expressive. Everything else should then be linked to that benefit by association.Read more at location 103
Ignore the temptation to use too many dimensions in defining a brand. Instead, focus on just one or two key dimensions that fit and help the building of the brand identity. Ignore everything else.Read more at location 105
Understand how competitors have positioned their brands and create a differentiated identity which takes into account whatever those competitors are doing. Understand their approach and do something different.Read more at location 109
Wherever possible, have a single brand identity which applies across the entire range of products and in every geographic marketplace. Often, this involves having a single brand identity but emphasizing different elements in different markets.Read more at location 110
Project the brand identity. Don’t let it become ambiguous. Be definitive in stating precisely what the brand stands for. Do this well and the brand identity will influence every decision the organization makes in the future.Read more at location 114
Role models capture the emotion of a brand and say something about its vision. Internal role models can personalize the brand and build a heritage within the organization of actions which make up the company culture.Read more at location 117
Visual metaphors which are aligned with the brand identity are powerful emotive devices. They can add depth and color to the way the brand is viewed. Strong visual metaphors are memorable and provide strategic direction for the brand identity.Read more at location 120
Many brands are complex with a number of attributes, dimensions, associations and more. A good brand identity will set priorities, deciding which single attribute is most important in representing what the brand stands for. The brand identity will also help determine which legacy attributes should be maintained and which should be updated.Read more at location 122
“In order to be communicated effectively, a brand identity needs to be punchy, memorable, focused and motivating.”Read more at location 133
Create visibility. Brand visibility is a mix of three factors: Recognition – “Have you heard of this brand?” Awareness – “What brands do you know?” Top-of-mind status – “What do you think of?” Generally, brand builders strive for a mix of all three factors when attempting to create high visibility.Read more at location 204
Understand customers and frame the brand in such a way it addresses factors which are central to their lives. This is the concept of “hitting them where they live”.Read more at location 215
Rise above the clutter by having one single driving idea which resonates deeply with customers.Read more at location 216
Reach target customers as intimately as possible. To do that, you’ll need to segment the broader market very tightly. Brand building always falters when segmentation becomes fuzzy. Delight, surprise and, if necessary, shock the customerRead more at location 219
A good brand building organization will operate globally within a culture and organizational structure which nurtures and build the brand. That generally requires four elements: A brand champion who will oversee the long-term progress of the brand – avoiding ad-hoc decisions. An international communication system – allowing sharing of insights, ideas and best practices. A common global brand planning process. The ability to execute effective brand-building programs.Read more at location 277
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