60 Minutes of Brand Strategy


  • A Trade Mark  (These are legal properties.)
  • A Mision Statement (This is a reminder.)
  • A Logo or Slogan (These are your signatures.)
  • A Product or Service (These are just the tangibles.)
  • Advertising (They deliver your messages.)


  • point of view – Branding is a strategic point of view, not a select set of marketing activities.
  • customer value – Branding is central to creating customer – value, not just sound bites and images.
  • competitive advantage – Branding is a key tool for creating and sustaining competitive advantages.
  • enginered – Brand strategies must be “engineered” into the strategic planning process.
  • alive – Brands get their identity from meanings. Products and services are the blood of a brand. Your organizational culture and standards for action are the heartbeat.
  • logic and emotion – Branding is part science and part art.

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