what we’re talking about and would tell you if you were with us instead of just looking at our site.
  1. A brand is a creative expression of a value proposition.
  2. A branding campaign begins with a value proposition and depends on a creative device expressed with consistency, continuity and commitment across a set of contact points.
  3. Branding leads--and is separate from--the marketing mix…it operates between business planning and the mix elements.
  4. Branding is the “great filter” of everything you do, could do and should never do.
  5. Branding determines and controls the relationship you will have with your customers (and if you don’t manage it, someone else will).
  6. Brands do not happen without information, insights and ideas.
  7. Brands transcend products, services and the organizations that sell them.
  8. A logo is not a brand; neither is an advertising campaign…they are brand tactics.
  9. Contemporary branding relies less on mass communications and more on social, viral and experiential expression. Give the consumer the means to brand you. They--not you--own their perceptions about the brand.
  10. To compete more effectively than your competition, you have to understand the context in which you operate better than your competitors do.