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.
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.
Plato’s ‘theory of forms’ or ‘theory of ideas’ argues that non-physical (but substantial) forms (or ideas) represent the essence of reality. Another way of stating this…before a thing exists, first there is the idea of the thing.
It’s difficult to escape the pervasive influence that brands have on our lives. In the broadest sense, brands constitute the organizing mechanism to help us navigate through each day. What we drink, eat, or drive, what products we use at home and at work, where we play or vacation, where we live, what we watch, what we read, and even who we interact with, and how, are arguably “brand” choices. That is, they are a...
A recent article in Forbes on how ‘Warner Brothers Destroyed Superman’s Brand For Their New Franchise’ is a study in the golden paradigm of storytelling and the fortunes of the company.
