Brain Blink: Brand-Ding

Sometimes we get so caught up in the target audiences, the consumer traffic-driving, the narrow business objectives, etc., that we forget to actually understand and believe in what a brand stands for at its core, i.e. why it was created; how it emotionally impacts the lives of consumers. Shortly after Steve Jobs returned to Apple – a company that was 90 days away from bankruptcy – he gave this impassioned speech to his employees about the true meaning of the Apple brand and how it needed to be marketed.

Idea: Do you know what your brand stands for at its core? Find a way to bring that to life in an emotional and compelling way, and the rest – revenue, sales, consumer traffic – will eventually take care of itself. Who knows, maybe you’ll even put a ding in the Universe.

[Special thanks to Spencer Woolcott, CW/Los Angeles]