brand gold

Three ingredients:

Make it memorable:
Your brand only lives inside somebody else’s memory.
And memories are made by feelings not facts.
Let’s stop focusing on so much telling and start putting feelings first.
(Loving how the BOOM campaign from Rich Goldsmith the folks at MOJU has built momentum, layering new executions on the fundamental, feelings-first idea. Consistency inks in the memory.)

Let the human show:
People buy from people, remember?
Call it vulnerability, call it authenticity, whatever …
Start communicating in human not corporate.
Create opportunities for deep human connection - like we do at COOK Trading Ltd with our Care cards.
Great brands work from the inside, out.

Occupy the edges:
Once you figured out the soul of your brand, take it to the very edge.
(Remember, make it memorable.)
Great example from Yallah Coffee - who bring coffee beans from Latin America to Cornwall by sail ship.
A compelling and distinctive reason to believe in their brand promise to take sustainability seriously.