The pieces of a brand need to be carefully examined. These pieces come in the formof the leaders, the foundation, the mission statement, customer service, the employees, the product, the tone used in their social media, and much more.
Many brand indicators stem from thecreation of the company or product. Who created the company? Why did they do it? How did they do it?
The more clear and consistent a brand is, the easier it is for the consumer to understand andrecognize that brand’s identity.
“Brands are verbs. Nike exhorts. IBM solves. Sony dreams.” Dan Wieden, Wieden+Kennedy cofounder
“If a company lacks soul or heart, if itdoesn’t understand the concept of “brand,” or if it is disconnected from the world around it, there is little chance that its marketing will resonate deeply with anyone...
...It’s a lot like putting lipstick on a pig.” Scott Bedbury, former brand consultant for Nike and Starbucks
Brands need to have a pure core inorder to have a chance in this day in age, where consumers ask for transparency or dig for information themselves if they have to.
“The brand already exists. It’salready at work in the minds andhearts of people. Maybe they’ve just overlooked an aspect of it.” David Fowler, Ogilvy’s Executive Creative Director