[The American Brands Council]
Clay Timon
Retired Chairman & Chief Executive Officer, Landor Associates
At Landor, we know through our BrandAssetTM
Valuator (BAV) research that great brands build
on four fundamentals.
- Differentiation. If a brand is not differentiated
from its competition, it has no reason for being.
- Relevance. Without relevance, one might
build a niche brand, but if the brand is not relevant
to a sufficiently large audience, it will
not become one of the world’s great brands.
- Esteem. The regard customers have for a brand.
- Knowledge. Customers who are able to actually
describe what they believe the brand
stands for. In the end, customers will look at
themselves as BMW drivers, not merely automobile
drivers; as a Coke or Pepsi drinker, not
a soda drinker.
The brands that achieve the highest levels
across all four fundamental building blocks
become the world’s greatest brands.
