Keith Newton
Worldwide Group Planning Director
Ogilvy & Mather
“A brand is the intangible sum of a product’s attributes: its name, packaging, and price; its history, reputation, and the way it’s advertised,” observed David Ogilvy.
At the heart of any great brand lies clear differentiation. As long as the brand is different in a relevant way, then tangible differences, distinctive personality, and a unique aura will prime selection and yield pricing power. Furthermore, if the delivery and experience are highly regarded, then loyalty will follow.
Great brands that project and retain this vitality have two more important traits. First, they have a brand belief: an ideology and point of view that provide an enduring anchor and guide the brand’s behavior. The more the perspective taps into a fundamental human truth, the more potent its impact. Second, great brands have custodians who acknowledge that their brands are their business, not just a marketing mark.
All good brands help products on the everyday battleground for revenue and profit. But great brands truly transcend this, and create powerful, intangible balance-sheet value.
