Scott Bedbury helped both Starbucks and Nike develop their brands. He also wrote a book called, Brand New World. From both small businesses to large corporations, these branding principles apply and work. Below are eight of Bedbury’s key branding principles:
1. “Relying on brand awareness has become marketing fool’s gold. Smart brands are more concerned with brand relevance and brand resonance.
2. You have to know it before you can grow it. Most brands don’t know who they are, where they’ve been, and where they’re going.
3. Always remember the Spandex rule of brand expansion. Just because you can, doesn’t mean you should.
4. Great brands establish enduring customer relationships. They have more to do with emotions and trust than with footwear cushioning or the way a coffee bean is roasted.
5. Everything matters. Even your restroom.
6. All brands need good parents. Unfortunately, most brands come from troubled homes.
7. Big is no excuse for being bad. Truly great brands use their super-human powers for good and place people and principles before profits.
8. Relevance, simplicity, and humanity. Rather than technology, these will distinguish brands in the future.”
By Stuart Atkins
Source: Scott Bedbury, A New Brand World (New York: Viking Press, 2002), as cited in Philip Kotler, Marketing Management, 14E, p. 267.
Leave a Reply