Most non-iconic brands have strategy documents that look something like this.
My guess is that defining brand values is more of an exercise in wishful thinking than anything. Sort of like defining how the perfect man/woman should be like. Doesn't hurt to throw in a couple of extra keywords does it?
Cases where brands take core values seriously – i.e. executing communication strategies upon these, are rare.
May 3rd, 2009 at 23:59
Very well put!
May 4th, 2009 at 10:23
It’s a bit like women putting makeup on: it makes them feel better about themselves while the substance about who they are and how they look in eyes of others remain unchanged. And generally speaking, “more” rarely equates to “better”.
May 4th, 2009 at 10:25
It’s a bit like women putting makeup on: it makes them feel better about themselves while the substance about who they are and how they look in the eyes of others remain unchanged. And generally speaking, “more” rarely equates to “better”.
May 5th, 2009 at 02:27
@fredrik: “makeup”? how about breast augmentation? it’s all just window-dressing to hide the fact that they’re insecure about who they really are. the brand that is.
May 5th, 2009 at 14:58
Gentlemen – I see enough interest/knowledge in make-up and female “self improvement” for another blog…
May 14th, 2009 at 09:57
Thanks for your comments. Maybe it’s a good idea to invite the brand consulting community to this kind of discussion?