A brand is a set of differentiating promises
that link a product to its customers. |
|
Stuart Agres, Young & Rubicam
|
|
The trouble is that many organisations continue
to think of brands in traditional terms. Relationships are
not easily or quickly built. You can't fake them. Values cannot
be speedily forgotten if it is inconvenient or commercially
expedient. Values have to have meaning and longevity; otherwise
they are valueless. You cannot embrace innovation up to a point
or only sometimes. Branding demands commitment; commitment
to continual re-invention; striking chords with people to stir
their emotions; and commitment to imagination. It is easy to
be cynical about such things, much harder to be successful. |
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Sir Richard Branson, CEO
Virgin.
|
In the context of Living the Brand, purposes
and values are not created, they exist - the issue is how
well they are articulated and embedded.
|
Nicholas Ind, Living
the Brand (2001)
|
A brand that captures your mind gains
behavior. A brand that captures your heart gains commitment.
|
Scott Talgo, Brand Strategist
|
A wise man once said that the best ideas
come from the three B's: in bed, in the bath or on a bicycle.
He was talking about the fact that the human mind is at its
most creative when it's free to work on its own, unencumbered
by homework, shopping lists or a meeting with your bank manager.
People who are curious, creative and imaginative - who have
not lost their natural urge to learn - are best equipped
to thrive in a challenging world and to be the builders of
our common future.
|
Eva Lykkegaard, LEGO
Company
|
Successful brands
are behaving in distinctive, compelling and rewarding ways.
Turning buyers into believers. In an excessive marketplace
real competition no longer evolves around marketshare. We are
competing for attention - It's all about mind and heart share.
|
Funky
Business
|
In a competitive
world, organisations are realising that only people can brand
products or services effectively- that we are not just selling
a branded product but a mass of branded people who support
and deliver it. |
Helena
Rubinstein, The Lab
|
