Let's aim to create meaningfully different brands that are salient in people's minds - this is how to build Brand Value #BRANDZSA @Kantar_AME https://t.co/eHpnUnCu2d
Let's aim to create meaningfully different brands that are salient in people's minds - this is how to build Brand Value #BRANDZSA @Kantar_AME https://t.co/eHpnUnCu2d
Brand sustainability comes down to two things: relevance and differentiation. Something either affects a brand's relevance; is it meaningful to my life today? And its differentiation; is it unique and can I identify that uniqueness? Everything falls into one of those two buckets as it relates to brand. The goal is to be high
... See moreKat Cole • Invest Like the Best with Patrick O'Shaughnessy on Apple Podcasts
DISTINCTIVENESS is the quality that causes a brand expression to stand out from competing messages. If it doesn’t stand out, the game is over. Distinctiveness often requires boldness, innovation, surprise, and clarity, not to mention courage on the part of the company.
Marty Neumier • The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
The most powerful brands don't just deliver solutions; they inspire us to see the world differently. These brands, on the cutting edge of culture, craft immersive experiences that meet aspirational needs and introduce new ideas about the world. They get there by creating expansive narratives that leverage a wide range of tools and mediums. (ZJ)
Brand positioning boils down to one thing: Differentiation. And one way to be different is by aligning with a unique set of values. AND1 did this, aligning with the values of streetball: attitude and creativity. Nike, meanwhile, aligned with elitism and rigidity.
Eddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
