[The American Brands Council]
Keith Reinhard
Chairman DDB Worldwide
The twentieth-century Spanish philosopher Jose
Ortega y Gasset counseled that “The first act of
any society is the selection of a point of view.”
And so it is for brands. A great brand is distinguished
by a passionately held point of view,
from which evolves a relevant and compelling
promise — the combination of which is conveyed
with a distinctive style and personality.
McDonald’s point of view is that eating out
is about more than food. It therefore attaches
itself to contemporary lifestyles. Volkswagen’s
point of view is that automotive excellence
should be available to everyone. It is therefore
expanding its line in order to promise the unique
Volkswagen driving experience to people of all
economic classes . . . but always with the same
special style that launched the Beetle in 1959.
A well-selected point of view, a compelling
promise stated or implied, and a winning
personality. These are the key elements of
a great brand.
