Read Helen’s latest
Marketing Week column
Latest: a chapter on brand belief in ‘The Definitive Book of Brandingʼ
What is a brand for? It is for changing the world. It is for improving the lot of human existence. It is for making a small difference based on big convictions.
A product or service plus values and associations.
A brand that habitually uses the findings of consumer research for direction, not illumination.
The brand’s take on the world, a view on what would make the world a little better, and how the brand can work toward making it happen.
A brand with a clear belief, a deep understanding of people, and the capability, confidence, and exuberance to connect the two.
From the Passionbrand chapter in The Definitive Book of Branding, which brings together thinking from 22 world-renowned marketing specialists
PUBLISHED IN 2005
The cases are a little out of date but the thinking is as timely as ever
A lucid examination of brand DNA.Sir Tim Clark, President, Emirates Airline
What we do
We promise to help our clients make their brands more rewarding – for employees, for customers, and for the business.
- Passion Brand positioning framework
Beliefs, culture, capability, customers, the wider environment: they’re all part of positioning. The art is finding the sweet spot.
- Zones of Brand Perception activation tool
A dynamic touchpoint tool that puts the consumer in the centre and works out from there.
- Internal brand engagement framework
A 6-stage process, each one seen from the employee’s point of view. Developed by Passionbrand in conjunction with HR professionals at easyJet, where the framework was first used. Now taught as a brand engagement case by Helen in her guest lectures at London Business School.
- The Spectrum of Self – targeting tool
Instead of thinking about your consumer as a static ‘target’, think about the ‘journey of self’ that they are on.
- Helpful definitions
Marketing is full of terms that get casually bandied about. But what do they really mean?
Brand nuggets If branding were a sport, it would be the decathlon.
Brand nuggets Making a study of consumers without reference to culture is like making a study of fish without reference to the sea.
Brand nuggets A brand without belief is a brand without a future.
Brand nuggets There are two things wrong with the term 'target audience': the word 'target' and the word 'audience'.
Brand nuggets "Capitalism begins with giving."
Brand nuggets A brand is something you buy. A great brand is something you join.
Brand nuggets Crisis management starts before the crisis.
Brand nuggets "We are largely invisible to ourselves."
Brand nuggets "If i'd asked people what they wanted, they'd have told me a faster horse."
Brand nuggets A little knowledge is all that's possible.
Brand nuggets Anyone can think outside the box. It takes a genius to be original inside it.
Brand nuggets "The problem contains the solution."
Brand nuggets "The three worst places to have an idea are in an office, in a group and in a hurry."
Brand nuggets All B2B is really H2H* *Human to Human
Brand nuggets Communication starts with the product.
Brand nuggets Crowdsourcing is to commercial creativity what the karaoke machine is to pop.
Brand nuggets If you are spending big bucks just to start 'conversations', you need a good talking to.
Brand nuggets Most insights aren't.
Brand nuggets Phoneys are phucked.
Brand nuggets Simplify.
Brand nuggets The employees who have maximum influence on brand perceptions are often on the minimum wage.
Brand nuggets The idealised self is the most interesting thing you can know about your customers.
Brand nuggets There is always room for a feel-good brand. Especially in a feel-bad category.
Brand nuggets To become a trusted brand, start by trusting your customers.
Brand nuggets Word of mouth is still the ultimate social medium.