While the make-up of a great brand really hasn’t changed that much, the ways we go about building brands, driven by evolving customer priorities, expectations and practices, certainly have.
I pulled this slide from a presentation titled Modern Brand Building – Stop Campaigning. Start Committing from Paul Isakson, Senior Strategic Planner at space150. Credit also goes to John Grant, who influenced these thoughts in The Brand Innovation Manifesto.
Stop Campaigning, Start Committing (the sub-head of this presentation) is an apt summary of the new reality of how great health brands will create value for audiences going forward. And how audiences will add value back to brands.
This is a wonderful checklist for ensuring that your brand is creating value for people in ways that they value and want.
Enjoyed this post-that slide is effective because it’s so simple, but such a strong reminder of the path brands should follow. Relates nicely to business in the bigger picture as well.
Thanks for your comments Lee. Give my best to the RSW group.
Nice graphic. I did a full day Boot Camp last week on the transition from transaction (or “push”) vs. relationship (sharing). And thank you for sharing as well!