Tuesday, May 30, 2006

Principles of Brand Leadership

Scott Bedbury is someone I’d like to meet. He wrote a great little book called A New Brand World: 8 Principles for achieving brand leadership in the 21st century.

Who is Scott? He was the brand architect behind Nike & Starbucks. No question these are two phenomenally successful brands (both are personal Lovemarks).

A New Brand World is not a new book, it is actually a few years old but remains relevant. Scott takes on the challenge of breaking down the mystique behind successful brands and reveals how they break through to become legends.

These are likely not the key takeaways Scott would officially list as his "big" points, but are a few items I remembered:
· Every brand has a genetic code. Successful brands crack the code then communicate one clear message internally and externally.
· A creative brief should be no longer than two pages maximum. Never more than two pages, one if you are really good.
· Creative people need special handling. There is a discipline to generate great creative ideas that are aligned with client expectations. The trick is to be a bit like a sheepdog, directing them to an opening where they need to go, then get out of the way and let them take all the credit.
· Use emotion to transcend product-only relationships with customers

Here is an article written by Scott from the Fast Company archives: Nine ways to fix a broken brand.

If the world is now truly Six Pixels of Separation (thanks for coining that one Mitch), I hope Scott reads this and leaves a comment here in the future.


At 1:12 PM, Blogger Skins said...

I really enjoyed Lovemarks and I went online today to buy New Brand World. Thanks for your recommendation.

I would also walk blocks out of my way to buy Starbucks coffee. It's the coffee experience. The smell, the sound, and the interior design that make me a brand evagelist.

When you mentioned Starbucks it brings the following books to mind.

-Brand Sense, By Martin Lindstrom
-Creating Customer Evangelists: Profit from Turning Loyal Customers
into a Volunteer Sales Force, By Ben Mcconnel

Thanks for the Ottawa Senators "The Vault" puck. It's now in the posession of my one year old. He loves chewing on it.

Lastly, I listen to Podcasting on a weekly basis using my iPod. I think it's a great way to recieve content. As a Scotiabank customer, I would love to receive a financial advice Podcast.

At 7:01 PM, Blogger Michael Seaton said...

Thanks. I will check out the books you mention. Enjoy the puck!


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