Great brands, like great art, aren’t created in a vacuum. They require a collaborative effort between people usually sitting across from each other, on opposite sides of the table: agencies and clients.
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Paul Friederichsen, Author at Branding Strategy Insider - Page 9 of 13
In the ideal world of a marketer success is never in doubt and every brand becomes habit-forming. But that’s not reality and not all brands can become a habit of course.
“Change is the only constant in life.” So observed the Greek philosopher Heraclitus in the 6th century BC. It is believed he drew the inspiration for this from observing a river and concluded that “life is like a river” and that nature is in “a state of constant flux.”
For brands to succeed today, they need a “champion” at the top. Someone who leads the charge, casts the vision, and sets the standards; but is careful not to over shadow the brand itself or steal the spotlight. The champion must remain in service to the brand.
An agency creative director once shared with me the three essentials for a good concept: