The characteristics of successful brands have changed. In a world where image and reputation can be built, and destroyed, in an instant, brands need to be stronger, richer, and in the hands of the beholder. This is why the movie-making analogy is useful, and why today's best brands are 'ABCDE'. That is:
- Aspirational: brands capture the dreams and desires of their audience, what they seek to achieve, rather than simply labelling a business, product or service. They establish a richer, more relevant context. They are about them (the people) not us (the business).
- Bold: brands are more ambitious, they challenge the norm, they stand out from others and go where others fear or have never imagined. They are iconic, or at least use icons to demonstrate their purpose.
- Connecting: brands build communities, because people ultimately enjoy being with others like them, who share a similar passion, purpose or experience. Customers don't want relationships with companies or products, but they do value brands that facilitate their ability to connect and do more with others.
- Dramatic: beyond names and logos, product or services, brands have a strong and distinctive idea that is brought to life in more meaningful ways. They capture a shared purpose, supported by values which come alive through attitudes and behaviours.
- Enabling: brands do more for people, giving them functional means and emotional confidence to do what they never thought possible. Awareness and purchase are just the beginnings of a deeper brand experience. Advocacy, repurchase and ongoing collaboration are steps to a brand to live your life by.
Have more letters you could add to our marketing alphabet? Leave a comment below.
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