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InsideFMM | May 18, 2013

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Brand Stategy – How To Define Brand Essence

Sometimes, great information has more of an impact when visually articulated than when simply written. Last week, I was speaking with John Caswell of Group Partners, right after our review of “Luxury As Lifestyle Business Model.” I asked him for a better definition and articulation of a brand’s essence. He pointed to me to the work of Gad Romann. With such a poignant, clear definition, we wanted to make it visually stunning as well. Enjoy.

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  1. July 5, 2012

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    Jim Signorelli

    Well said, and thanks! Really like the idea that brands do not have any exterior meaning. Brands are not physical, like products. Nor do they do not have functional advantages or benefits. They exist in meaning. However, I think we marketers go astray when we believe we can create meaning. Meaning is in people, not things We can influence meaning associated with brands, but we can never create it.

    • July 5, 2012

      Reply
      Marguerite Darlington

      Great distinction! Thank you for sharing, so flattering to have a visit from an accomplished author. Your book really cut quickly to the core of what’s missing from most advertising campaigns. Perhaps meaning resides in the story itself, which is why people are so drawn to narratives. Thank you for sharing your knowledge, and please keep us posted on any upcoming books.

      (Readers, this is the author of StoryBranding: Creating Standout Brands Through the Power of Story)

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