Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Michelle, a journalist in San Francisco who asks this about brand criticism…
The stark reality for most brands, particularly those integrated into a supply chain, is that if your presence is not seen to be value-adding, then chances are it is perceived as value-costing.
As marketers, we’re often encouraged to puff up our brands to look as big as possible so that they appear significant and credible in a global marketplace.
A sizzling brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit. It’s born of a wish to see the world put to rights.
