Brand Famous E-Book

Linzi Boyd

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 255

Veröffentlichungsjahr: 2014

Beschreibung

"This is a brand book like no other, and I heartily recommend it. Enjoy"
—Dylan Jones, Editor-In-Chief, GQ

Make your business a house-hold name

Don't let your business fade into the background. It's time to STAND OUT and get seen! There are so many brands out there – in all sectors – you need yours to shine above the competition. It's time to take your brand to the next level. And that's what Brand Famous helps you do. Whether you want to BUILD, RENOVATE or just REFRESH your brand. Written by Linzi Boyd, a savvy entrepreneurial brand guru whose glamorous communications agency has helped elevate some of the country's most famous high-street, consumer brands, this book outlines a winning formula for success, from idea to execution, along with hidden branding secrets, practical tips and real life examples. Linzi maps out five stages to work through from discovering the true essence of your brand to nailing that all-important recognition. You can use the same exact tools and processes that Linzi uses with some of the country's most famous brands. 

• Discover what tactics will actually make your business or product a desirable, recognisable brand
• Learn how to maximize 'new school' brand building approaches for today's consumer world
• Gain insights on common mistakes to avoid when building your brand
• Read about some of Linzi’s recent campaigns from recognised household brand names
• Be guided through the five-step process required to achieve stand out status

"An easy-peasy step-by-step guide to achieving what all businesses need - reputation, desirability, accessibility and, of course, love"
—Tiffanie Darke, Editor, Style, The Sunday Times

"Essential reading for anyone wanting to grasp the fundamentals of driving brand exposure and fame"
—Simon Jobson, Global Marketing Director, Dr. Martens

Leseprobe

Table of Contents

ENDORSEMENTS

TITLE PAGE

DEAR PARTNER AND FELLOW BRAND BUILDER

COPYRIGHT PAGE

THE BAROMETER OF A FAMOUS BRAND

HOW FAMOUS ARE YOU?

THE BAROMETER OF BRAND FAME

THE BIRTH OF A FAMOUS BRAND

HOW DOES THAT LOOK FOR YOU?

HOW STAND-OUT IS YOUR BRAND?

WHAT DID YOU ANSWER …?

WHAT THE METHOD IS

PART 01: STANDING OUT FROM THE CROWD

CHAPTER 01: BRAND FAME IN THE MAKING?

MY STORY

DID THIS BRAND MAKE IT TO STAND-OUT STATUS?

THE BAROMETER OF BRAND FAME – STRIDE

CHAPTER 02: WHAT'S HOLDING YOU BACK?

FIND YOUR DOT!

CHAPTER 03: HOW TO MOVE FORWARDS

PART 02: THE FIVE STEPS TO STAND-OUT BRAND SUCCESS

CHAPTER 04: STEP ONE #DISCOVER

PLAY THE DISCOVER DOT-TO-DOT GAME

DOT 01 #DISCOVER

DOT 02 #DISCOVER

DOT 03 #DISCOVER

DOT 04 #DISCOVER

THE DOCTOR OF ALTERNATIVE HEALTH

DOT 05 #DISCOVER

DOT 06 #DISCOVER

DOT 07 #DISCOVER

FROM PAIN TO PEAK PERFORMANCE

QUICK PEEK CHEAT SHEET

CHAPTER 05: STEP TWO #CREATE

PLAY THE CREATE DOT-TO-DOT GAME

DOT 01 #CREATE

THE 06 COMMON MISTAKES PEOPLE MAKE WHEN NOT CREATING A TOOLKIT

DOT 02 #CREATE

AFTERNOON TEA IN A BOX

DOT 03 #CREATE

03  COMMON MISTAKES THAT PEOPLE MAKE WHEN TRYING TO EXTEND THEIR OFFERING

THE BAROMETER OF BRAND FAME – CRONUT

DOT 04 #CREATE

ADIDAS AND ITS INFLUENCER AUDIENCE

DOT 05 #CREATE

DOT 06 #CREATE

MR MOO AND FRIENDS

QUICK PEEK CHEAT SHEET

CHAPTER 06: STEP THREE #CONNECT

THE BODY TRANSFORMATION COACH

PLAY THE CONNECT DOT-TO-DOT GAME

DOT 01 #CONNECT

DOT 02 #CONNECT

DOT 03 #CONNECT

DOT 04 #CONNECT

QUICK PEEK CHEAT SHEET

CHAPTER 07: STEP FOUR #COMMUNICATE

CREATING A SUCCESSFUL CONVERSATION

THE KEY TOUCHPOINT – EXPERIENTIAL

PLAY THE TOUCHPOINT 01 TRADITIONAL PRINT DOT-TO-DOT GAME

CHAPTER 08: TOUCHPOINT 1 TRADITIONAL PRINT

IT'S ALL A LOAD OF COBBLERS

CHAPTER 09: TOUCHPOINT 2 SOCIAL MEDIA AND DIGITAL ENGAGEMENT

PLAY THE TOUCHPOINT 02 SOCIAL MEDIA AND DIGITAL ENGAGEMENT DOT-TO-DOT GAME

YOUR BOX OF DIGITAL TRICKS

CHAPTER 10: TOUCHPOINT 3 BRAND PARTNERSHIPS/COLLABORATIONS

SIX TIPS FOR A SUCCESSFUL COLLABORATION

A TASTY LITTLE TECHY COLLABORATION

THE BAROMETER OF BRAND FAME – SUPERGA

Play the touchpoint 3 Brand partnerships/collaborations Dot-to-Dot Game

CHAPTER 11: TOUCHPOINT 4 RETAIL ENGAGEMENT

PLAY THE TOUCHPOINT 4 RETAIL ENGAGEMENT DOT-TO-DOT GAME

THE BIRTH OF ALDO RISE

SUITS YOU

CHAPTER 12: TOUCHPOINT 5 EXPERIENTIAL EVENTS

PLAY THE TOUCHPOINT 5 EXPERIENTIAL EVENTS DOT-TO-DOT GAME

TEA COMPANY – TOUCHPOINT STORYBOARD

THE CREATIVE ACCOUNTANT STORYBOARD

CHAPTER 13: STEP FIVE #EVALUATE

PLAY THE EVALUATE DOT-TO-DOT GAME

DOT 01 #EVALUATE

QUICK PEEK CHEAT SHEET

WELCOME TO THE WORLD OF STAND-OUT

ACKNOWLEDGEMENTS

THE SCHOOL OF BRAND FAME

ABOUT THE AUTHOR

NOTES

END USER LICENSE AGREEMENT

Guide

Cover

Table of Contents

Start Reading

CHAPTER 1

Pages

i

ii

v

vi

vii

viii

ix

x

xi

xii

xiii

xiv

xv

xvi

xvii

xviii

xix

xx

xxi

1

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

1

2

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

66

67

68

69

70

71

72

73

74

75

76

77

78

79

80

81

82

83

84

85

86

87

88

89

90

91

92

93

94

95

96

97

98

99

100

101

102

103

104

105

106

150

151

152

153

154

155

156

157

158

159

“If anybody knows how to do it, Linzi does.”

Katharine Hamnett, CBE

“An easy-peasy step-by-step guide to achieving what all businesses need – reputation, desirability, accessibility and, of course, love.”

Tiffanie Darke, Editor, Style, Sunday Times

“If you distilled only 10% of Linzi's passion, drive, understanding and acumen around brand building into this book it would still be essential reading for anyone wanting to grasp the fundamentals of driving brand exposure and fame.”

Simon Jobson, Global Marketing Director, Dr. Martens

“The must-read book of the year, written by the celebrity of brands herself.”

Darren Shirlaw, Founder/CEO, Shirlaws Group

“A lot of people have huge amounts of talent and ability but are not aware of their position or potential in the market place – this book would really help them with getting there. Linzi is one of the most enthusiastic people that I have met in brand building and she has written a fun yet precise guide to help you achieve the brand fame status that everyone seems to be going crazy for.”

Trevor Nelson, BBC Radio 1 DJ

“Passion, persistence, expertise, insight and energy are what's needed to make any brand famous. These qualities are exactly what Linzi brings to her work and in this book she makes it all accessible in an easy-to-use step-by-step guide.”

Mike Harris, Founder, Egg and Firstdirect and ex-CEO, Mercury Communications

“Knowing what a talented, personable, innovative, passionate and driven individual Linzi is, I wouldn't have expected her debut as an author to have been anything short of a ground-breaking success. She's given the literary world and the universe of branding an absolute gem of a read!”

Kanya King MBE, Entrepreneur, Founder, MOBO

“When I met Linzi we had an instant connection – two northern girls sat in a room chatting as if we had known each other a lifetime. She is the only person I have ever known to get a round of applause in a meeting, she's that good! She recognizes the true power of fame and brand and how the two worlds connect. Now Linzi has made it possible in her book for many more people to experience these two worlds and she's made it as easy as 1, 2, 3!”

Melanie Sykes, Broadcaster

“I have had the pleasure to have worked with Linzi on several projects over the past 12 years and I would describe her passion and knowledge of brand building to be second to none. Honest, enthusiastic and above all the complete confidence and ability to deliver projects from start to finish!

On hearing Linzi was putting together Brand Famous it came as no surprise to me, and I'm sure to anyone else who knows her, that this was the book she needed to write! Knowledgeable, passionate and above all driven to succeed, her DNA is made up of the fundamental attributes that are needed to build a brand.”

Lee Grace, Buying Director, Men's, Home and Lifestyle, Urban Outfitters Europe

“If you're after the secret ingredients to growing your business, this book is a real gem. Linzi lives and breathes brands and her extraordinary passion and know-how makes Brand Famous a must-read for anyone wanting the world to fall in love with their brand.”

Annabel Karmel MBE, Entrepreneur, UK's No.1 Parenting Author

“This is a brand book like no other, and I heartily recommend it. Enjoy.”

Dylan Jones, Editor-In-Chief, GQ

“Starting a brand is no easy thing, this book helps your everyday person believe it's possible – read up and get going.”

Oliver Spencer, Designer

“Linzi is the driving force behind many of the big brands that people fall in love with. This book is filled with so much generosity, tactics and strategies that have taken her years to discover and given freely in the pages of this book. You have in your hands a blueprint for building your brand in a way that people love it and it goes big.”

Daniel Priestley, Author of Key Person of Influence and Entrepreneur Revolution

DEAR PARTNER AND FELLOW BRAND BUILDER

I'd like nothing more than to walk into your office and see my book, tatty, battered, used, covered in Post-it® notes with pages ripped out and stuck on the wall – a true reflection of your efforts to develop your brand from idea through to execution. It's not just another book full of ideas to read and leave on a bookshelf, it's not a beautiful coffee table book that looks great as an ornament when people come round, it's a book written to engage you and your team to take action, working through each of the five steps and enabling you to deliver on each action to bring the method to life for your own brand.

I purposefully wrote this book to be something that acts as an extension of your brand, guiding you through the whole process over and over again, even after you have finished it. When I work with a brand I am a hands-on person with a can-do attitude and I hope it will feel like I am there with you every step of the way through my experience and with the process. I invite you to use some of the exact same tools and processes and play the same games that I would use with any brand that engages me to get to the next level and achieve stand-out status.

What is the next level? Well, to know that you need to know the level you are at now . . .

This edition first published 2014

© 2014 Linzi Boyd

Registered office

John Wiley and Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom

For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com.

The right of the author to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book and on its cover are trade names, service marks, trademark, or registered trademarks of their respective owners. The publisher and the book are not associated with any product or vendor mentioned in this book. None of the companies referenced within the book have endorsed the book.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. It is sold on the understanding that the publisher is not engaged in rendering professional services and neither the publisher nor the author shall be liable for damages arising herefrom. If professional advice or other expert assistance is required, the services of a competent professional should be sought.

Library of Congress Cataloging-in-Publication Data

Boyd, Linzi.

    Brand famous : how to get everyone talking about your business / Linzi Boyd.

            pages cm

    ISBN 978-0-857-08490-3 (pbk.)     — ISBN 978-0-857-08492-7 (ebk)     — ISBN 978-0-857-08491-0 (ebk)    1.  Branding (Marketing)    2.  Strategic planning.    I.  Title.

    HF5415.1255.B694 2014

    658.8’27 —dc23                                                                2014002211

A catalogue record for this book is available from the British Library.

ISBN 978-0-857-08490-3 (paperback)    ISBN 978-0-857-08492-7 (ebk)    ISBN 978-0-857-08491-0 (ebk)

Thanks to ico Design for cover/page design and art direction.

Cover photography: copyright 2014 Rankin; all rights reserved.

THE BAROMETER OF A FAMOUS BRAND

Believe it or not, it's not that hard to become a famous brand and it need not take years to achieve! You will find that there are a couple of ways in which I would typically help people to assess where their starting point is for whatever stage their brand is at. In writing this book, I have drawn upon over 20 years' experience in making my own brand and the brands of others famous.

I have chosen to include two of the diagnostics that I would typically use for you to get an understanding of where you are at with your brand, so we can have a clear direction for your brand when using the process throughout this book. The first diagnostic is the “BAROMETER OF FAME”. The barometer provides a high-level synopsis of what makes a famous brand. The second diagnostic is the “STAND-OUT survey”, which is more of an internal measure to get a sense of what stage you are at with your brand and which areas you should pay most attention to.

We then go into your brand and actually look at where your brand is at the moment and how you perceive it. We look at what degree of fame would help you, and in order to access that fame we can determine whether you need to build, renovate or refresh your brand.

HOW FAMOUS ARE YOU?

Let's first take a quick snapshot of how famous your brand is now – if, in fact, you even have a brand at this stage. This will enable you to see where you are on the barometer before we start, as well as acting as a useful marker to refer back to as you begin the process of becoming brand famous.

If you have answered “yes” to all of these measurements of brand fame – congratulations, you are a famous brand! You now have the chance to incorporate some tips and tricks to keep your brand growing and retain the number 1 fame spot for success.

If you have answered “no” to one or more of the measurements, then this book will provide you with the methodology to really grow your brand into a stand-out status, hopefully exceeding all your brand expectations.

THE BAROMETER OF BRAND FAME

You have a recognizable name or brand that everyone is talking about.

You are regularly featured on one or more of the pages of a relevant print/digital magazine.

Your product is easily accessible through numerous retail stores, own stores or distribution networks – potentially globally.

Celebrities/opinion formers are using it, promoting it or affiliated with it.

Retail stores are championing it and making it the “must-have” item/brand and everyone wants to stock it in their stores.

Your high-profile events are being successfully written about through the pages of print/digital publications relevant to your industry.

You have a waiting list for your product lines/services.

You are a leader in your sector/industry and are sought after for interviews, talks and appearances at high-profile events.

THE BIRTH OF A FAMOUS BRAND

When you began working with your brand, did it ever occur to you that your brand could one day become famous? Many people have considered fame for themselves, but fail to recognize that it could come in the form of brand fame. I know others who say that they do not want to be famous and so hide behind their brand whilst building it, perhaps avoiding the obvious steps to take their brand to stand-out.

Perhaps fame is something that you have always dreamed of but, like many, you don't have the first clue how to get it – or you put it down to “right time, right place” without realizing that working strategically on a brand can give you recognition within your industry.

Your brand may already have had a taste of being famous but has now been overshadowed in some way by new competitors. How are you going to climb back to the top again, and this time make your brand stay famous?

Perhaps fame is in the distance – you can sense it, smell it, almost touch it, then it slips away just as you thought it was within your grasp. A fall at the final hurdle leaves you stuck and you may feel like giving up.

Is your desirable brand starting to see the cracks, as many copycat companies begin mimicking what you do? Does it look like you will lose your place on the throne and another brand could take your place?

A GREAT IDEA TURNED INTO REALITY

We are living in a world where to achieve brand fame is not only desirable and possible but also achievable in today's world. The media, the digital era and the entrepreneurial evolution have all meant that many people feel like it could happen to them if they could just have that one great idea that can be turned into a reality.

The problem I have come across is that people find themselves with so many ideas, too many ideas – great ideas, incomplete ideas, ideas that have a shape, a size, a creative vision, an invention and then … people find they just don't quite know what to do with them.

What if I throw you a curveball and suggest that all you need is a vision, an idea, a plan, a process and a determination to succeed?

A little bit of Branson's balls wouldn't go amiss either!

“—”

What's talked about is a dream, what's envisioned is exciting, what's planned becomes possible, what's scheduled is REAL

Anthony Robbins

Motivational speaker

DO I HAVE TO BECOME FAMOUS TO ACHIEVE BRAND FAME?

I was running a workshop recently where one of the attendees said, “but I don't want to be famous”. It turned out, when exploring deeper, that he in fact felt it was very important to be known in his own business sector and when asked, further suggested that he would like to be a person of authority within that sector. Brand fame sits on a spectrum; it could simply be about recognition in your industry, unknown to the world or the other extreme, known by everybody for what you do.

As with most things in life, you have a choice. Interestingly, out of the 12 people in the workshop, 7 said that they did seek fame and 1 had never thought about it. Upon investigation, everybody wanted fame in varying degrees.

Fame with a brand does not have to be what you decide to take on for yourself, yet you may find that this is a driver for success or something that you take in your stride the more your brand grows.

HOW DOES THAT LOOK FOR YOU?

DO YOU ASPIRE TO BE …

A market leader? Nike (the brand) – so famous, with no face.

A thought provoker? Malala.

A person of authority? Sepp Blatter (FIFA boss).

A global innovator? Steve Jobs.

A renowned visionary entrepreneur? Richard Branson.

An influential person – a stamp collector.

All these people lead back to the same place; someone who owns a stand-out brand, product or firm, who is an inspirational leader in their industry. They often dominate their competitors in customer loyalty, distribution, coverage, image, and perceived value.

AN INFLUENTIAL PERSON – A STAMP COLLECTOR

There are approximately 50,000 stamp collectors known today on social media: 126,239 people and rising are also known to like this topic. Can you tell me, who is the most famous and sought-after stamp collector?

No, neither can I, but I bet you that the 49,999 other stamp collectors can.

He/she is famous, recognized, renowned; he/she might not be on the cover of Vogue or written about in Grazia magazine, but their counsel and advice will be sought in their particular stamp-collecting niche.

These people can choose to sit in a space where they are able to keep their profile intact, away from the trappings of the celebrity world without compromising the integrity of their brand or not. The decision is theirs.

We live in an age where there are people becoming famous every second along with their brand, people that you or I have never heard of, but trust me, in their field they are very influential and incredibly sought after. There are now famous bloggers, adventurers, inventors of online websites – who one minute are unheard of and the next have been valued at millions. Teenage girls have become famous by showing how to apply make-up on a YouTube video and getting millions of hits on their channel.

What a relief it is to know that we don't need to wait, sit on our ideas and think that no one will notice.

I have an idea that you have been drawn to this book. Did you reach for it off the bookshelf, drop it in your basket online, see something that grabbed your attention, or have it handed to you because you of all people are ready for action?

WAKE UP! SIT UP! STAND UP! YOUR TIME IS NOW.

What if I propose that this book will provide you with the steps to turn your great ideas into a reality and yes, create a gateway to a famous brand with you as the face in front of or behind the brand?

STAND OUT FROM THE CROWD

So, what does it mean to have stand-out success in a brand? I have found that brands sometimes feel like they need to take things very slowly in order to build strong foundations, but we are living in a fast-moving society where something that worked two years ago can now be redundant. Digital platforms that were popular two years ago, such as MySpace, have now been taken over by things such as Facebook, Twitter and YouTube. You may find that if you do not embrace the ever-changing times quickly, you will naturally be left behind.

The small-thinking mentality of a big brand with long decision-making processes could mean that this brand will be overtaken by another, smaller brand that is embracing the chances for success with quick decisions being made and multi-platform strategies being used. What worked five years ago will not necessarily work today. You need to keep looking for new ways of evolving your business. Everything is changing so quickly and your brand must do the same, in order to become brand famous.

FIRST, LET'S TAKE STOCK OF YOUR SITUATION

Do you have a great idea and are unsure what to do with it?

Are you confused by all the different branding, product, marketing and PR options that get presented to you?

Do you have a company that started out well but quickly lost its direction along the way?

Do you still have the passion and drive for your brand but find you get frustrated with deciding which way to go next or how to drive your business forward?

Has your business been going for a few years, with highs and lows along the way but without yet hitting the big time?

Do you often wonder why your brand has never made it to stand-out status yet your competitors' brands have?

Do you find yourself at a stage where you want to give it another push; however, the old ways are not working and you don't have any other options?

Are you looking at your past success and wondering how to get back there again?

Are you wondering how you can embrace a new process when you have tried so many times before; what is going to be so different?

Many brands have tried to achieve stand-out success using one form of engagement or another. It's not always one form of execution that brings success, but a collective of different elements working together as a strategic plan, each with a clear objective and quantifiable result attached to it so you can make sure you are getting your desired return on investment.

It's important to communicate your message through the appropriate channels, so that it is focused on what your brand values are and how to execute them, and so that you speak to your target audience from the true core of your business ethos.

Have you asked yourself what your key message and brand values are? How you want to be seen by the outside world? If you really believe that people don't judge a book by its cover, then perhaps it's time to think again?

We are living in a society where, in my opinion, a lot of people do exactly that and then care about what you can deliver secondarily. One phrase I often use is, “it's all about the packaging”. Everything you put out there has to reflect outwardly in order to attract attention to its inner strengths. Looks come first and functionality second.

LB SUGGESTS

First, get underneath your brand to really work out what your brand values are. Second, look at how you appear to the outside world. Third, check that you have all the tools you need to communicate your message and that they are commensurate with your brand values. You should be aware that everything you do, how your brand looks, what you say and how you communicate it to the world is how you will be perceived.

In a world where digital has the licence to communicate anything at the press of a button and be seen by millions of people on a global scale, it becomes even more important to put out a uniform message that sticks with your brand guidelines. It is not that you cannot change the guidelines as you grow, it's just important to make sure that the guidelines change to reflect all the different platforms that you are utilizing. Your website, business cards, twitter page, video virals – everything – all have to be saying the same thing and look the same way.

If you want your brand values to reach your target audience and cement your brand into the psyche of the people, then keep providing them with the same message dressed up in different clothes, over and over again through the strategic channels that you have chosen.

From my experience, I have found that there are two types of big brand in the world today: old school and new school.

OLD-SCHOOL BRAND

This type of brand is riding on its past glory. It will have made a lot of money – enough to sustain it still being in business – yet is now actually lying dormant, unsure of its next move in an ever-changing world of communication. This type of brand normally comes in two forms:

The stand-out big brand that ran out of steam.

The brand that has over-maximized its exposure and ultimately ruined its reputation by being everywhere, including in the wrong retail outlets for the wrong target audience.

Both of these brand types are stuck in old ways of thinking, not reassessing their communication in terms of who they are talking to and whether or not they are still listening. Just because you were and no longer are, doesn't mean that you can't be again!

Some words of comfort if you find yourself feeling that you are sitting in the old-school camp. By following the steps in this book you will transform your brand into a new-school brand, and you'll never look back again.

NEW-SCHOOL BRAND

The other type of brand may still function as a stand-out big brand or may be up and coming en route to its stand-out status. What they have in common is the strategic evaluation of each area of the business; they know who they are talking to and what their message is, and have shared this message with their target audience on today's multi-functioning communication platforms which drive the brand forward by ensuring that customers listen.

Be clear on how you are communicating to the world.

I once went to pitch for a very big luxury brand that I would class as an old-school brand, big once and riding on the wave of their past success. They had just used an A-list star as the face for their brand and had asked me, “So what is next, who next after her?”

The brand had had a spike in its coverage and brand awareness, and wanted to know how to sustain the momentum. It had taken a nose dive; the celebrity discontinued the contract and the brand risked turning into a dinosaur. They actually wanted me to sit there and put a plaster on the situation, and give them a one-line answer instead of a strategic solution. They wanted me to tell them the next big name that would bring clients flocking.

This is the same mistake that brands make time and again – they want the quick-fix, one-solution answer and they wonder why they go in highs and lows and are not able to sustain or take ownership of their market. Spikes are great, providing high performance-related coverage and awareness of the brand. However, a long-term growth plan needs to be executed alongside this or your brand will decrease as quickly as it has increased.

It is the same as a brand thinking that advertising will solve all their problems. Advertising and celebrity placement are only two of the many ways we have to optimize a long-term growth plan. The stand-out big brands understand that to be in the top 10% of brands you have to look at more than one or two channels of communication. Your stand-out big brand will hit the desired target consumer with countless ways of communicating their creative message, making the brand so desirable that it “brandwashes” the consumer without them even realizing.

LINZIPEDIA: BRANDWASHING

The art of using a brand to hypnotize the consumer into thinking that investing in the brand's products was actually their idea. “I must have that product …”