The truth was that these brands had become phenomenally valuable not only because of their innovative features or benefits, but also because these properties had been translated into powerful meanings. They were worth millions of dollars because they had gained a kind of meaning that was universal, larger than life, iconic.
Carol S. Pearson • The Hero and the Outlaw
A good brand strategy should be:
- Rooted in truth: Not invented out of thin air - it elevates something that is true about the business
- Differentiated in the category: It captures a sentiment in the category that no one else already knows
- Emotionally rich: It responds to an emotional opportunity with your audience in an inventive, rich way
- Creativel
Koto • Early-stage branding: driving go-to-market impact
The best archetypal brands are—first and foremost—archetypal products, created to fulfill and embody fundamental human needs.
Carol S. Pearson • The Hero and the Outlaw
consistent to his promise and identity. What makes a successful brand? The 6 words that summarise this section are: Consistent Authentic Congruent Transparent Aligned Coherent What do these words mean to you? How well do you feel they apply to you?