Twenty-First-Century BRANDING

21st Century - BRANDING

One of the most successful marketers of the past fifteen years, Scott Bedbury played a key role in the rise of both Nike and StarBucks. In his insightful book. A New Brand World, he offers the following branding principles :

1. Relying on Brand awareness has become marketing fool’s gold – Smart brands are more concerned with brand relevance and brand resonance.
2. You Have to know it before you can grow it - Most brands don’t know who they are, where they’ve been, and where they’re going.
3. Always remember the spandex rule of brand expansion - Just because you can doesn’t mean you should.
4. Great brands establish enduring customer relationships - They have more to do with emotions and trust than with footwear cushioning or the way a coffee bean is roasted.
5. Everything Matters - Even your restrooms.
6. All brands need good parents - Unfortunately, most brands come from troubled homes.
7. Big is no excuse for being bad – Truly great brands use their superhuman powers for good and place people and principles before profits.
8. Relevance, Simplicity, and Humanity – Rather than technology, these will distinguish brands in future.-

Source: http://www.cardus.ca/comment/article/159/signifying-trust

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Tags: 21st, Branding, Customer Relationship, Marketers, Marketing, Nike, Spandex Rule, StarBucks, technology, Twenty First