[The American Brands Council]
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.
