Comments on: Four secret ingredients of all successful brands. http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/ Tagline about this blog .... Tue, 02 Mar 2010 19:29:01 +0000 http://wordpress.org/?v=2.9 hourly 1 By: get tips http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/comment-page-1/#comment-258 get tips Tue, 19 Jan 2010 16:11:19 +0000 http://brandinsightblog.wordpress.com/?p=91#comment-258 finally, I found this post again. You have few useful tips for my school project. This time, I won't forget to bookmark it. :) finally, I found this post again. You have few useful tips for my school project. This time, I won’t forget to bookmark it. :)

]]> By: Leanna Clinkinbeard http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/comment-page-1/#comment-195 Leanna Clinkinbeard Fri, 15 Jan 2010 20:32:30 +0000 http://brandinsightblog.wordpress.com/?p=91#comment-195 Interesting site. My colleagues and I were just discussing this the other night. Also your site looks great on my old sidekick. Now thats uncommon. Nice work. Interesting site. My colleagues and I were just discussing this the other night. Also your site looks great on my old sidekick. Now thats uncommon. Nice work.

]]> By: Kevin Charlie | wedding + lifestyle photographer http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/comment-page-1/#comment-59 Kevin Charlie | wedding + lifestyle photographer Wed, 28 Jan 2009 06:07:37 +0000 http://brandinsightblog.wordpress.com/?p=91#comment-59 Great post and excellent site. Definitely a resource that will be hitting my bookmarks list! Thank you! Great post and excellent site. Definitely a resource that will be hitting my bookmarks list! Thank you!

]]> By: Measuring Your Brand's Strategy | Brand Experience 360 http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/comment-page-1/#comment-56 Measuring Your Brand's Strategy | Brand Experience 360 Tue, 20 Jan 2009 16:28:30 +0000 http://brandinsightblog.wordpress.com/?p=91#comment-56 [...] branding encompasses a lot of different aspects. Brand Insight Blog, posted it’s view of how small and large businesses can successfully brand itself. They [...] [...] branding encompasses a lot of different aspects. Brand Insight Blog, posted it’s view of how small and large businesses can successfully brand itself. They [...]

]]> By: johnny http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/comment-page-1/#comment-58 johnny Tue, 30 Dec 2008 09:37:34 +0000 http://brandinsightblog.wordpress.com/?p=91#comment-58 uHZeDZ Thanks for good post uHZeDZ Thanks for good post

]]> By: DrarareriCoxy http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/comment-page-1/#comment-57 DrarareriCoxy Sat, 27 Dec 2008 17:50:27 +0000 http://brandinsightblog.wordpress.com/?p=91#comment-57 Thanks, a very informative site here, i will definately be back. cheers Thanks, a very informative site here, i will definately be back.

cheers

]]> By: Ellen Sluder http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/comment-page-1/#comment-55 Ellen Sluder Thu, 18 Dec 2008 21:28:40 +0000 http://brandinsightblog.wordpress.com/?p=91#comment-55 What a fun post to come across, as we use almost exactly the same four points to when we build or reposition brands - with the only difference being the last ingredient. We use "Sustainable" versus "Consistency". One can easily argue that Consistency is the main ingredient for Sustainability -- if you send different messages into the marketplace, you get a fractured brand that no longer stands for something and, in most cases, will fail. However, there is a piece missing that brings true longevity for a brand - and that is CONTEXT and the ability to adapt. A solid brand foundation should always stick to it's core strategy (consistency) however, it needs to be able to respond to marketplace dynamics and be refined to ensure it continues to resonate with target audiences. The foundation stays the same, but the expression must be able to change with the times. The first example I can think of off the top of my head just happens to be a large brand - so please forgive the genre of example for the sake of demonstration (as I wholeheartedly agree with your initial comment that branding is for everyone, not just the F500). Pepsi's brand foundation is built upon being differentiated from "classic/Americana" Coca-Cola by being future-oriented and "the taste of a new generation". As target audience's view of what a future-forward brand looks like changed over the past century, the company advanced their logo many time. Most recently, they took a flat two-toned logo and updated it to have a shine-mark in it... indicating a metallic, technologic, new millenium appeal. In fact, Pepsi has reinvented their visual and verbal expression many times - without fundamentally altering their underlying brand strategy. Yes, Consistency is absolutely critical in building a strong brand. And Sustainability is critical in the long-term viability of a brand. Great post! Thanks for reminding us all of the basics - it's so important! Ellen G. Sluder www.delvegroup.com ps- I lived in Oregon for 5 years and head back often - I'll be sure to hunt down Taco Stand next time I'm in town! What a fun post to come across, as we use almost exactly the same four points to when we build or reposition brands – with the only difference being the last ingredient. We use “Sustainable” versus “Consistency”.

One can easily argue that Consistency is the main ingredient for Sustainability — if you send different messages into the marketplace, you get a fractured brand that no longer stands for something and, in most cases, will fail. However, there is a piece missing that brings true longevity for a brand – and that is CONTEXT and the ability to adapt. A solid brand foundation should always stick to it’s core strategy (consistency) however, it needs to be able to respond to marketplace dynamics and be refined to ensure it continues to resonate with target audiences. The foundation stays the same, but the expression must be able to change with the times.

The first example I can think of off the top of my head just happens to be a large brand – so please forgive the genre of example for the sake of demonstration (as I wholeheartedly agree with your initial comment that branding is for everyone, not just the F500). Pepsi’s brand foundation is built upon being differentiated from “classic/Americana” Coca-Cola by being future-oriented and “the taste of a new generation”. As target audience’s view of what a future-forward brand looks like changed over the past century, the company advanced their logo many time. Most recently, they took a flat two-toned logo and updated it to have a shine-mark in it… indicating a metallic, technologic, new millenium appeal. In fact, Pepsi has reinvented their visual and verbal expression many times – without fundamentally altering their underlying brand strategy.

Yes, Consistency is absolutely critical in building a strong brand. And Sustainability is critical in the long-term viability of a brand.

Great post!
Thanks for reminding us all of the basics – it’s so important!

Ellen G. Sluder
http://www.delvegroup.com

ps- I lived in Oregon for 5 years and head back often – I’ll be sure to hunt down Taco Stand next time I’m in town!

]]> By: Build your small business brand through customer experiences | SUSTAINABLE MARKETING BLOG http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/comment-page-1/#comment-50 Build your small business brand through customer experiences | SUSTAINABLE MARKETING BLOG Thu, 11 Dec 2008 01:59:11 +0000 http://brandinsightblog.wordpress.com/?p=91#comment-50 [...] to dispel that deeply entrenched myth. The series aims to support this effort by showing how companies of all sizes can affordably and sustainably build brands, which stand out and support their business goals, by designing customer [...] [...] to dispel that deeply entrenched myth. The series aims to support this effort by showing how companies of all sizes can affordably and sustainably build brands, which stand out and support their business goals, by designing customer [...]

]]> By: johnfurgurson http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/comment-page-1/#comment-54 johnfurgurson Tue, 09 Dec 2008 22:44:35 +0000 http://brandinsightblog.wordpress.com/?p=91#comment-54 Absolutely. Sometimes just the act of differentiating your company can make it relevant. However, you can be different, but irrelevant to your target audience. Thanks for reading. Absolutely. Sometimes just the act of differentiating your company can make it relevant. However, you can be different, but irrelevant to your target audience.

Thanks for reading.

]]> By: Dr. Wright http://www.brandinsightblog.com/2008/12/01/four-secret-ingredients-of-all-successful-brands/comment-page-1/#comment-49 Dr. Wright Mon, 08 Dec 2008 17:41:20 +0000 http://brandinsightblog.wordpress.com/?p=91#comment-49 I think Relevance and differentiation tie in together. If you work them together, you can come up with something memorable and be on track with what the customer needs. Dr. Wright The Wright Place TV Show www.wrightplacetv.com www.twitter.com/drwright1 I think Relevance and differentiation tie in together. If you work them together, you can come up with something memorable and be on track with what the customer needs.

Dr. Wright
The Wright Place TV Show
http://www.wrightplacetv.com
http://www.twitter.com/drwright1

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