The best brands stand for something: a big idea, a strategic position, a defined set of values, a voice that stands apart. Symbols are vessels for meaning. They become more powerful with frequent use and when people understand what they stand for. They are the fastest form of communication known to man. Meaning is rarely immediate and evolves over time. Nike Nike was named after the Greek goddess of victory. Nike’s logo, an abstraction of a wing, designed by Carolyn Davidson in 1971, was meaningful to a company that marketed running shoes. In 1988, Nike’s “Just do it” campaign became…

Effective brand strategy provides a central unifying idea around which all behaviour, actions, and communications are aligned. It works across products and services and is effective over time. The best brand strategies are so differentiated and powerful that they deflect the competition. They are easy to talk about, whether you are the CEO or an employee. Brand strategy builds on a vision, is aligned with business strategy, emerges from a company’s values and culture, and reflects an in-depth understanding of the customer’s needs and perceptions. Brand strategy defines positioning, differentiation, the competitive advantage, and a unique value proposition. Brand strategy…

Making a difference has become essential to building a brand. Consumers are shopping their values, and businesses are rethinking their value proposition. The triple bottom line-people, planet, profit- is a new business model that represents a fundamental shift in how businesses measure success. Historically, the purpose of business has been to create shareholder value. The new imperative integrates economic prosperity with protecting the environment, and demonstrating care for communities and employees. For many, sustainability will require radical innovation: retooling what they make, how they make it, and how it is distributed. A new generation of companies envisions sustainability as the…