The 10 New Rules of Branding
1) Brands that influence culture sell more; culture is the new catalyst for growth.
Look at Google. They are changing the way we behave online. Nike is a brand that has become a part of all culture. If you get into that split screen, you become part of the lexicon of life.
2) A brand with no point of view has no point; full-flavor branding is in, vanilla is out.
Love or hate Fox News, you know where it stands on issues. And Ben & Jerry’s is more than just ice cream; it’s a company that stands for a cause. Younger consumers have grown up in a consumer world. They’re flexing their muscle, and they want their brands to stand for something.
3) Today’s consumer is leading from the front; this is the smartest generation to have ever walked the planet.
Today’s consumers are more discriminating and more experimental. They have very strong opinions on brands, and a lot of brands are getting consumers involved. Take Converse and the Converse Gallery, where consumers can make a 24-second film that will run on their site. It’s consumer-generated creativity and a natural savviness.
4) Customize wherever and whenever you can; customization is tomorrow’s killer whale.
The second advent of the Internet has consumers wanting something all their own. Consumers say, ‘I need something that is mine, not mass-produced for everybody.’ The best example is Apple’s iTunes Website. Instead of buying a CD, consumers are buying the tracks they want and putting them on their iPods. Look at Starbucks, which creates whatever beverage a consumer wants, and Nike, which allows you to design a shoe online.
5) Forget the transaction, just give me an experience; the mandate is simple: Wow them every day, every way.
Apple and Coach found that the best way to give consumers a brand experience wasn’t just to sell product in store but to control the entire experience. This is why they build stores in major cities. Looking for the other brands to soon be involved in the ‘experience.’
6) Deliver clarity at point of purchase; be obsessive about presentation.
There’s an “option overload” in the supermarket aisles, and anything that simplifies that for consumers is welcome. If I’m a consumer and I stand in front of a shelf, I see a wall of product. Brands are beginning to recognize that you have to be clear about what they are selling at the point of purchase.
7) You are only as good as your weakest link; do you know where you’re vulnerable?
Today’s younger consumers show zero tolerance when a brand makes a mistake. If a Website isn’t good enough, they will ignore your brand, and if you get negative PR about something, it will stick no matter what you do to rectify it. Brands like Wal-Mart and Nike are still connected to negative PR about alleged abuse of foreign workers.
8) Social responsibility is no longer an option; what’s your cause, what’s your contribution?
Consumers now expect corporations to get involved in cause marketing. Businesses are doing a better job at getting behind causes, for example, Timberland (“Take a stand against genocide”), Target (“Every day Target gives back to the community”), eBay (its Giving Works program, for starters), and GE (which this year launched its Citizenship Report, an annual report of sorts regarding the company’s environmental and safety initiatives). Not all businesses promote these efforts, however, because they’re worried their efforts will be seen as commercial.
9) Pulse, pace, and passion really make a difference; had your heartbeat checked recently?
We’re in a crazy world. We keep piling more devices upon us. The more you have, the more you need. If your business does not have a high metabolic rate, you’re not going to survive. Companies like Google move fast, and that means the older, slower companies are doomed.
10) Innovation is the new boardroom favorite.
Brands are inspired by Apple more than anyone else. They transformed the music business, and people are taking what they did seriously. Procter & Gamble and GE are driving this and have made innovation the core of their corporate strategy.
Genuine Business Improvement 
on March 27, 2007 on 7:39 pm
In terms of startups, which of these rules do you think are most important to apply. It seems to me that everyone is looking to customization as the obvious blue ocean, but does it work? Have you heard about the waves being made by the Babson College duo behind Paragon Lake? The hype seems to be that the model they are building for custom jewelry can be applied to other industried. What do you think?
I do think it is clear that consumers are becoming ridiculously educated. The modern shopper knows what they want, how they want it, and that they want it now. It will be interesting to see how some of the big names adapt to this and how this trend allows players such as Amazon to gain more distance from competition.
on March 28, 2007 on 1:04 am
Tom,
First off, thanks for posting your comment and asking great questions.
It depends upon which industry you are in as to which rules would be most important, but they all have a place.
Any time you can customize a solution for your customer or client in a relevant way, you’re going to win out over the long haul. People want to feel special even if they’re buying something simple like fast food or groceries.
My personal belief is that the overbearing and eager sales rep is a quickly dying species. People want to buy versus being sold to. Customization fits into that line of thinking nicely and can be a true differentiator for any business. That also ties into your comment about today’s consumer being ridiculously educated. You are spot on–the consumer today is very hard to fool so it’s important to be honest above all else and give them what they want.