Skip to main content

Little Gods



Edward de Bono* brought up the term Unique Buying State, UBS. He wanted to set this in contrast with USP (Unique Selling Proposition).

Nike's success is a solid proof that de Bono’s concept works. "As a weekend athlete, my two nagging doubts are that I might be congenitally lazy, and I might have little actual ability. I’m not really worried about my shoes. But when the Nike folks say ‘Just do it’, they’re peering into my soul. I begin to feel that, if they understand me that well, their shoes are pretty good. I’m willing to join the tribe of Nike” Cohesivethinking.com

So, in other words, brands are the little gods of modern life, each fulfilling a different need, activity, mood or situation.

*) Edward Charles Francis Publius de Bono (born 19 May 1933)[1] is a Maltese physician, psychologist, philosopher, author, inventor and consultant. He originated the term lateral thinking, wrote the book Six Thinking Hats and is a proponent of the teaching of thinking as a subject in schools.[2]

* Many ideas taken from Marty Neumeier's book The Brand Gap.

Comments

Popular Posts

12 Lessons Learned From Steve Jobs

The day after Steve Jobs died, Guy Kawasaki gave a talk at the Silicon Valley Bank’s CEO Summit. After watching his speech I felt that many of his lessons really touch on doing great branding, so I  summarized these 12 lessons in this post.
Experts are clueless, don't listen to them if you want to create a new product sub-category.You cannot ask customers what they want if you plan to develop a new sub-category. They will think status quo and just try to improve the existing products marginally. The biggest challenge will win. Challenge your team to make big jumps, they will pay off. Design truly counts, use big graphics and big fonts.Jump curves from one product cycle to another and don't follow one to the end. His motto is Change or Die. It is important to make big inventions – make products not twice as good but 10 times better. Think telegraph to telephone. All that really matters is if it works or not.Real entrepreneurs don't compete on price. (Price vs. Value)  Value…

Forbidden Branding

I grew up in Europe in a country next to a very small republic called "German Democratic Republic" GDR. There was nothing democratic about that country, it was a dictatorship and economic development was non-existent. 
Because we had relatives in the GDR my family was allowed to visit once a year, so we crossed the Iron Curtain a few times before and after The Berlin Wall came down. The city we went to is called Jena, a small town located about 100 miles south of Berlin. 



What I witnessed then left a deep impression on me. I was a teenager at the time and I only understood later what I saw then: a country where brands had been completely suppressed

This experience has given me my motivation today to help businesses distinguish themselves and create value for their customers. This is what branding is all about: being unique and creating value. Can you think of brands that fall into this category? You might wonder how your brand compares. 

Building a unique and valuable brand is…

3 Steps to Re-Branding Your Company

Sometimes, you hear that a company announces that they are planning a rebranding initiative. You might wonder what exactly this means. Are they changing their logo, their brand colors or maybe even adding some additional brand touchpoints like signage or event banners to the brand?

What might often be overlooked is what a rebranding initiative really entails. Rebranding is the changing of a company's brand's identity. A company's Brand Identity includes everything from why the company is in business, how they operate and what they are offering. Rebranding a company can be compared to a person not only changing the person's cloth. It is more like a person decides to go to different restaurants, changing the job, getting new friends or even changing a partner. Here are the three basic steps to rebrand your company:
Research how people see your brand by looking at your Brand Image.Review and re-define your Brand Identity.Hire a graphic designer to create your Brand Persona…