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.
