Some 10 years ago or more I came across this way to describe what a great brand is. Scott Bedbury came up with it (wish I had!) and my friend Alan Webber wrote about it in Fast Company:
- A great brand is in it for the long haul.
- A great brand can be anything.
- A great brand knows itself.
- A great brand invents or reinvents an entire category.
- A great brand taps into emotions.
- A great brand is a story that's never completely told.
- A great brand has design consistency.
- A great brand is relevant.
One of the terrific things about Bedbury's 8 rules is that they are void of tactics and executions, like 'A great brand uses social media', 'A great brand focuses on CSR', or 'A great brand has distinct packaging', a tail-wagging-the-dog trap that a lot of folks fall into.
Not that any of these tactics are necessarily wrong, they're just not what you start with. Bedbury stays at exactly the right level of abstraction while being very concrete.
Not that any of these tactics are necessarily wrong, they're just not what you start with. Bedbury stays at exactly the right level of abstraction while being very concrete.
Read the full story here.
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