John Scheer on LinkedIn: 🚨 A vibe is not a brand strategy.🚨 I continue to see young brands try… | 11 comments
John Scheerlinkedin.com
John Scheer on LinkedIn: 🚨 A vibe is not a brand strategy.🚨 I continue to see young brands try… | 11 comments
That is: A person — often a founder, or someone similarly empowered — needs to have compelling ideas, establish a voice and perspective, and use it. Tools like brand books and style guides are important so agencies and partners know how to speak the same language. But the actual opinions and values can’t be algorithmically generated or offloaded to... See more
Dan Frommer • The Scott Sternberg guide to building emotional brands
The most important lesson I can share about brand marketing is this: you definitely, certainly, and surely don’t have enough time and money to build a brand for everyone. You can’t. Don’t try. Be specific. Be very specific. And then, with this knowledge, overdo your brand marketing. Every slice of every interaction ought to reflect the whole. Every
... See moreSeth Godin • This Is Marketing: You Can't Be Seen Until You Learn to See
The purpose of brand strategy is simple: Teaching everyone in your company what your brand stands for… …so they can make good decisions every day that reinforce it. Companies focused on scaling often fall into a common trap: → Visual identity before brand strategy → Naming before brand strategy → Messaging before brand strategy → Marketing before brand strategy → Everything before brand strategy Surprisingly, executive leaders, including CMOs, acknowledge this backward approach, often compelled by CEO directives. This results in: → Wasted time → A focus on features over benefits → A meaningless brand → Disconnected, piecemeal efforts → Confusion over which strategy to pursue Beyond the obvious issues, this can become a cultural norm and a hard-to-break bad habit. Brand strategy is what you do to scale with less friction. @wearemotto
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