Abhilash Rao

DESIGNING A BRAND MANTRA Unlike brand slogans meant to engage, brand mantras are designed with internal purposes in mind. Although Nike’s internal mantra was “authentic athletic performance,” its external slogan was “Just Do It.” Here are the three key criteria for a brand mantra. Communicate. A good brand mantra should clarify what is unique about

some other famous failures: Michael Jordan: cut from his high-school basketball team. Steven Spielberg: rejected from film school thrice. Walt Disney: fired by the editor of a newspaper for lacking ideas and imagination. Albert Einstein: He learned to speak at a late age and performed poorly in school. John Grisham: first novel was rejected by 16

Narrowness. To clear the high hurdle of Power, Branding in the context of Power Dynamics is a much more restricted concept than in marketing. For example, even if “brand recognition” is very high, there may not be Branding Power. In instances like this, it could actually be Scale Economies creating heightened brand awareness. For example, Coca Cola

If you want to be the best in the world, don’t start by trying to create the best product or service. Start by figuring out how people want to feel.

When problems are really tough, we need to get drawing. We draw to see what we think, in order to evaluate those ideas.

The work you put into improving your funnel is effort well spent. But attempts to build a perpetual motion machine of profit almost always end with bitterness, because they require you to push too hard and too fast to do anything that lasts. The goal is to prime the pump with ads that are aimed at neophiliacs, people looking to find you. Then build

As artists, we must learn to be self-nourishing. We must become alert enough to consciously replenish our creative resources as we draw on them—to restock the trout pond, so to speak. I call this process filling the well.