Purpose, not just promise, is the key to winning in today’s market
Thursday, November 12th, 2009By: Allen Adamson
There is no room for “whatever” in successful brand building. Every good brand is built on a definitive reason for being. And while it used to be enough to capture this reason as a brand promise, the best of the best brands today operate with a purpose. Given the turbulent times, those brands that look back to the specific purpose on which they were founded and execute against this purpose with passion and vigilance are the brands that are winning the hearts and minds of customers and employees, alike. In my latest column in Forbes Online, I write about two of these brands, Wal-Mart and Charles Schwab, and how they went back to the simple ideas that put them on the brand map in the first place, but with an added vigor and determination right for the times. Have a look. And for more information on the topic, go the Web site of the most recent ANA conference and listen to the CMOs of these two companies. I?m sure you’ll find their ideas as interesting as I did.
image courtesy of walmart.com