A New Brand World was selected three consecutive times by CEO-READ for its “100 Best Business Books of All Time.” Written at the turn of the century, its eight principles have proven to be ageless, timeless and entertaining, with inside-the-trenches views inside Nike and Starbucks during the leaps to hyperspace in the ‘80s and ‘90s.
New Brand World Principals
1. Relying on brand awareness has become marketing fool’s gold – smart brands are more concerned with brand relevancy, brand authenticity and brand resonance than ever.
2. You have to know it before you can grow it – most brands don’t know who they are, where they’ve been and where they’re going. An existential crisis is never pretty, especially in a brand we once new.
3. Always remember the Spandex rule of brand expansion – just because you can doesn’t mean you should. The best ideas should refresh rather than punish your brand reputation. Know your limitations.
4. Great brands create enduring emotional connections – delivering and respecting timeless human needs, rather than just a great sneaker or hand-crafted latte, matter more in an experiential world.
5. Everything matters – even your restroom says something about you. In an age of increasing transparency everything — every product, employee and step in your value chain — will matter more.
6. All brands need good parents – unfortunately most brands come from troubled homes, wards of mergers, transitions and revolving leadership doors. Instill enduring values and character that can outlive your management team.
7. Big is no excuse for being bad – truly great brands use their superhuman powers for good and place people and principles before profits. A meaningful brand purpose and collective conscience will be invaluable in an age of declining trust.
8. Relevancy, simplicity, and humanity – rather than technology – will distinguish brands in the future. Published two years before Facebook, this principle reminds us that everything — even technology platforms — is just a means to an end.