[The American Brands Council]
Rich Jernstedt
Chief Marketing Officer, EVP, Senior Partner, Fleishman- Hillard
Last time in this space I wrote about “new criteria”
for brands to be “greatest.” And, the
consumer decides. It’s more true now.
Next edition — since everything from access
to information to decision-making is moving
faster and in more directions — it will be even
more true. Whether its corporate, product or
employee branding, the stakeholders rule.
The brand communications experts at
Fleishman-Hillard developed these guidelines.
- Make it real. The brand has to matter. Deliver value. Fight clutter with relevance.
- Stand for something. Our annual Corporate Social Responsibility Survey again validates the importance of brands improving the community — especially as employer and leader.
- Integrate. It’s one story. Tell it by collaborating.
- Question assumptions. No, attack them relentlessly with innovation.
- Let go. This space is for the real brand managers. Write what you think is important...
Of course, since branding is so critical,
measure everything. Numbers influence management.
Can’t wait for next year.
