A brand is a set of memories like a file card in a mental Rolodex, accessed at a moment's notice.
Branding is more than a label. It is an organizational principle that can bring cohesion to the diversity of a company's activities and its people.
A brand's essence is the DNA, the heart and soul, of an organization that differentiates it from others and manages its future. It is central to the ability to compete and survive.
Customers can tell you what an existing brand's essence is; only senior stakeholders in the brand can reveal what its future should be.
Without a simple, focused, memorable and inspirational Future Brand Essence statement, a company will be without a reliable guide for the long term.
A brand is a set of memories like a file card in a mental Rolodex, accessed at a moment's notice.
Customers can tell you what an existing brand's essence is; only senior stakeholders in the brand can reveal what its future should be.
