Today, brand vision seems to be out of favour with brand purpose taking its place. This will, no doubt, add further confusion to the complexity of brand marketing. Jeremy Bullmore, one of the all-time brand gurus, described brands as; fiendishly complicated, elusive, slippery, half-real/half virtual things. And how right he was.
That’s why tackling your brand head on is a waste of time. Asking the usual questions, in the usual way, results in the usual answers. Answers that are unsurprisingly similar to the brands you are competing against. So, if you want to discover your brand’s hidden truths, you need to creep up on it and take it by surprise. One of the ways to do this, is to imagine that your brand is a super hero. The like of Superman, Wonder Woman, Batman, Spiderman, Captain America and all of the other super-being creations. Then gather together your marketing and management team and have a session deciding on the evil your brand is battling against. This will result in a fascinating, new insight. Here’s how to go about it.
Everyone writes down a list of the evils your brand is trying to defeat, with one evil on each post-it note. Stick them on the wall and take a vote, on the biggest evil you want your brand to take on. Often, being clear on what you’re against, makes it easier to be clear on what your brand stands for.
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