Thursday, 19 September 2013

Lighthouse Identity

A nice excerpt from EATING THE BIG FISH, which Russell Davies has called one of the two essential books for our trade (the other being Jon Steel's TRUTH, LIES AND ADVERTISING).

"Success as a Challenger comes through developing a very clear sense of who or what you are as a brand/business and why—and then projecting that identity intensely, consistently, and saliently to the point where, like a lighthouse, consumers notice you (and know where you stand) even if they are not looking for you."

With a lot of evidence suggesting that successful brands should focus on getting noticed - and not on objectives like increasing loyalty or building relevance - the analogy of a good brand being like a lighthouse works well. 

So, build a brand that people can't miss and can't help but notice. 

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