6 Traits of Great Brands
July 23, 2008
What makes a great brand?
- They have a purpose; and this purpose inspires action.
- They have a simple idea and stick to it through trends and changes.
- They are driven by people - customers, employees, and stakeholders.
- They grow because of legends; stories told by the people that drive the brand.
- They are high-integrity organizations that are naturally transparent.
- They respect heritage, but embrace the future - as such, they are always relevant.
Notice that these are age-old rules of branding. In other words, great ad campaigns don’t create great brands. New tools like social media don’t create great brands. Great brands are born of integrity, great ideas, and- most of all - great people.
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