At the turn of the last century, most brand owners relied upon rigorous
product interrogation to make superior sales pitches. The 1920s witnessed
the start of stronger consumer engagement, and Bernbach’s inspired creativity
in the 1960s gave more credence to intrinsic brand value. Brands still need
to embrace these fundamentals.
Today, the overlay of a higher-order philosophy is propelling brands to greater
advantage. Leadership brands are driven by an underlying big ideal: a point
of view about the world that emerges from tension in the prevailing culture,
yet which taps into a fundamental human truth — an ideal that connects
with the very essence of the brand’s true self.
The ideal fuels the brand’s differentiation, which needs to be evidenced
by continual and inventive reinvigoration. Presented in a relevant way, this
differentiation will prime selection and yield pricing power. Furthermore,
when the delivery and experience are highly regarded, loyalty will follow.
Great brands help fight, but also transcend, the everyday battleground for
revenue. They believe that a degree of idealism will ultimately deliver longer-term
returns and value.
