be building brands in a world where
must work harmoniously.Finally I will attempt to sketch some of the ways brands and those in the art and businessof building brands should behave in future.
Act one – In which we consider the purpose of a brand
I believe in the future all brands will need a clear and simple story.
This is nothing new –writers such as Mitchell “We are now in the era of the company brand….corporate soul becomes the inspiration”
Grant “Brands are the new traditions”
Morgan “Brands that flourish today are those that have a very clear sense of
and King, as far back as 1974 “As people become better off…they will value brands for
who they are
as much as for
what they do
A brand has to have a vision, a purpose and a clear sense of what they stand for, not justwhat they stand to sell.
I now want to explain why I think this sense of purpose is so important to the future of brands and why it is vital to thriving in this new environment.
Some things stay the same; everything else changes
What is changing, and what makes the job of building brands so fascinating, is the
within which they find themselves.This, for my money, when thinking about brands, means
Paul Mitchell “The Company Brand” p53 in “Brand New Brand Thinking”
John Grant “The New Marketing Manifesto” p16
Adam Morgan “The Second Creedo: Building a Lighthouse Identity” In “Eating the Big Fish”
Steven King “What Is A Brand?” p6
I would have liked to spend far longer explaining why I think brands need to have a core purpose as itcontains so many interesting implications. Briefly:a) The creation of a “lighthouse identity” will motivate a wide range of stakeholders. Here I take inspirationfrom Mitchell who regards stakeholders as including retailers, distributors, wholesalers, supply chain aswell as stockholders, the process of attracting and retaining the best employees etc b) Having a core purpose will, in theory, enable brands to sweep away inefficient and expensive brand processes and brand middle management and replace them with the question “does XX insert piece of advertising/marketing/promotion/POS etc… do THAT… insert core purpose”c) I believe that is a radical departure and has too many implications to list here. Just one more that I findinteresting is the idea that in multi-brand companies you now organize your teams by brands not bycategories. You then have a team that can live and breathe the brand value and that can ensure its coherent(not necessarily consistent, as Grant says, “only liars need be consistent”) execution throughout themarketing mix