We once surveyed Boardwalk’s clients to find out what was the one, most valuable thing they gained from working with us. The answer? Clarity. They could see their businesses, for the first time, through the eyes of their customers and clients. They understood, finally, how their markets wanted to relate to them, how their businesses were expected to behave. This clarity afforded them a singular vision of what each business could – should – be. In turn, that vision could be shared with everyone in the company. “This is the ideal us. This is who we aim to be everyday. This is our North Star.” In this sense, a clear brand strategy is a powerful management tool. It gives everyone in the business a quick and easy-to-grasp concept of what the company’s purpose and mission is. Everyone gets the company’s positioning. Everyone starts rowing in the same direction. But the brand strategy is not solely an inward-facing tool. Customers, suppliers, financiers – every constituency in your market – all see the same North Star and how your business is striving toward it. They judge your brand by its choice of North Star and by how devoted your company is to following it.
Sign up – Brandtalk
Royal Canadian Legion marks Remembrance Day by asking gamers to stop playing
This is such a great idea. Wish our American Legion could adapt it somehow.
Why Every Brand Needs To Practice Active Empathy
So true. “In persuasion, there is only one truth that matters: theirs.”
What Ryanair Can Teach Us About Brand Love
This often comes up in my branding workshops. How do hated brands succeed?
4 Cornerstones Of Customer Experience
Note how BMW states, “We do not make cars.” You have to get past defining your business by what it sells.
New Logo and Identity for Vagina Museum
No comment. Ever.
Reebok Transitions Back to Iconic Vector Logo
This is a good move. But why is Reebok’s branding always such a mess? The red delta logo was a disaster.
It May Seem Like Hello Kitty Is Taking Over The Food World, But She's Been Plotting This For Years
Is there really any limit to what a brand like Hello Kitty can do?