Brand names. They can seem critical to a brand’s success, conveying the brand’s essence or promise. There’s a whole industry behind naming them.
Yet in reality, they mean little by themselves. McDonald’s, Nike, or Uber didn’t start iconic. They only became meaningful through people’s experience of the brand.
Brand names are simply about recognition.
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Marketing. It can feel a very rational, data-driven activity. We target consumers, we promote, and we convert, all the time using data to optimize what we do.
But consumers are not just pieces of data, defined by what they buy. They’re people, and our success depends on understanding and motivating them.
Marketing is at heart a people business.
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Advertising.
We understand how it works better than ever. And it’s everywhere. This should be advertising’s golden age.
Yet it’s never been harder for advertising to make an impact.
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Employees. They’re people.
In a world where brands are defined by the customer’s experience, you need these people to live your brand. Yet you can’t just instruct them or program them to do so.
Your brand needs to be worth living.
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Authenticity.
We crave it. In a world where everything seems fake, being real has literally become the real deal.
But authenticity has never been central to the branding playbook.
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Brands.
As marketers, it’s easy to get wrapped up in them. They’re our creation, so we set the rules. We just have to tell consumers about them.
But brands don’t exist in isolation. They don’t stand alone. Rather, they only thrive through connection.
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