In 1977 intangible asset value were roughly comparable in value to tangible assets. By 2007 intangible assets were worth three times that of tangibles, reflecting our move to a post-industrial world where intellectual property and services drive the global economy...[that is the potential of your brand.] Source: Millward Brown Optimor analysis
A Brand is a Pledge, a Vow, a Guarantee, a Promise.
A Brand is a Hallmark of Trust.
“A brand is not a product. It is the sum total of everything a company [school] does — the good, the bad and even the off strategy — that creates a large context or an identity in the consumer’s mind.” Scott Bedbury. An established brand is a living, breathing abstraction. The brand AT&T is the case in point. In 1984 AT&T Bell System ceased to exist. It was chopped up in 8 different units. After turbulent 10 years, SBC Communication (disruptive innovation at work) acquired the brand AT&T and re-established the brand in it's former glory.
A Brand Promise is supported by Positioning, Communication and Operation.
- Establish what you want your Promise to be.
- Create an Expectation in the Customer's Mind of what the Promise is.
- Deliver beyond that Expectation. Reinforcing Trust is Vital.
The Key: Do Not be Afraid to Stand for Something. Take a Position. In today's flat world, the brands that will succeed globally are the brands that represent an ideal, that transcends beyond the functional, appeals across products, categories and culture.
“The most powerful and enduring brands are built from the heart–if people believe they share values with a company, they will stay loyal to a brand.” Howard Schultz, Chairman and CEO, Starbucks Coffee Company. Such an iconic brand is Sun-Maid. In 1915 Miss Lorraine Collett posed as the Sun-Maid Girl. She would become one of the world’s best known trademarks and the anchor of Sun-Maid’s packaging and advertising. On her 90th Anniversary, in 2006 Miss Lorraine Collett made the leap into this animated persona, entering the 21st century. In 2010, at the PMA trade show she was rightfully given the attribution of a world class brand, larger than life, delivering promise, reinforcing trust.