The past 18 months I’ve had an opportunity to test the BrandFoundations as never before: to integrate the cultures of multiple companies during a pandemic. The results have been magnificent. This is the story of that journey.
It seemed – at least at first blush – that air carrier Delta was taking a purpose-based stand, and that its purpose (or North Star) dictated that the company come down firmly on the opposite side of the NRA on this particular issue.
Cue the applause track for a corporation brave enough to stand on its morals, knowing full well that it’s going to take some incoming flack for doing so.
But don’t hit “play” quite yet.
Having “grown up” in the telecom and IT technology industries, we've seen innovation that led to big brand opportunities. But in the last few weeks, we’ve come to believe the next billion-dollar brand will not come from IT but rather, cannabis, and that brand is likely growing in a greenhouse near you.
The speed and success of any creative design effort will often hinge on a robust brand platform - a comprehensive, customer-tested compendium of the authentic and differentiated values, purpose and messages behind a company and its culture. Here is how that navigational “north star” can guide and significantly accelerate the creative process.
A "house of brands" is a company with multiple brands in the same product category (e.g., GM, P&G, Newell-Rubbermaid, etc.). The best brand houses differentiate their brands and drive efficient marketing campaigns by applying archetypes. Here's a closer look at how Dorel Sports/Cycle Sports Group does it with three iconic bike brands.
BrandFoundations’ latest white paper takes a deep dive into the shadowy world of intangibles, shining a light on the two primary drivers of goodwill (brand and culture), uncovering research that shows five places buyers can see brand and culture creating value, and illuminating four simple investments any company can make in their brand and culture to unlock greater performance and value.
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