The thoughtful, quirky and uplifting character of New Belgium Brewing is an excellent example of Soulful Branding in practice. This video provides a fascinating glimpse into founder and CEO Kim Jordan’s values that are the source of New Belgium’s soulful brand character.
A brand may enter new product categories, new product formats within a category (line extensions), or new markets or market segments.
It’s very hard to launch any kind of logo redesign and not look stupidly superficial. To the credit of Coca-Cola and its global team of executives they almost got away with it last week.
The key to a successful repositioning program is clear thinking about the nature of your brand essence. Many companies skip the brand introspection, purpose, values and philosophy step. Instead they go straight to product line planning and marketing tactics.
Let’s start with a definition of “Advertising.” Go to your dictionary and it will be defined as “To proclaim the qualities or advantages of a product so as to increase sales.” Now I ask you, dear reader, does that definition fit what you see on the media you watch? For a few advertisements, maybe, but for the most, not at all. In fact often you find yourself asking what are they advertising?
