Philosophy on Brand
A brand for everyone is a brand for no one.
You have to make sense of your customer before you can make sense to your customer.
Everything that’s vying for your customers’ time, attention, and dollars is a competitor.
Talk is cheap, effective brands are experienced.
Customers are loyal to brands that are loyal to them. True brand loyalty isn’t bought — it’s earned, one customer experience at a time.
Our logo is not our brand. A logo is a visual representation of our brand.
Because brand is more than a logo, brand books should be more than a style guide.
“Omit needless words, omit needless words, omit needless words” Strunk & White
Your external brand exists only in the hearts and minds of your customers. In the words of Marty Neumeier, “It’s not what you say it is, it’s what they say it is."
Your internal brand (purpose, strategic position, differentiators, values, etc) has the power to bring your internal and external brand into alignment.
Employees’ day-to-day decisions on the job quite literally make or break a customers’ experience with your brand- which is why effective brands don’t live in the marketing department.
Authentic values and an aligned internal brand have far more impact on culture than trendy office perks.
Unmet customer wants and needs are a threat to brand relevance and loyalty.
Accept Inspiration from everywhere, duplicate nothing.
“You do not merely want to be considered just the best of the best. You want to be considered the only one who does what you do.” Jerry Garcia
Employees are loyal to brands that are loyal to them.