We're pleased to bring you our top 10 blog posts of 2013!
#9: THINKTOPIA on Brand Relevance
Patrick Hanlon, Founder and CEO of THINKTOPIA®—an innovative branding, marketing, consulting, and advertising firm—has the secret to brand relevance. Fortunately for us, he’s willing to share.
Q: What are the top 3 things brands must do in 2013 to be relevant to consumers?
A: First, be meaningful. And I don’t mean that in the ordinary, trite way. Real meaning comes from surrounding your company, your product or service, your community, with a system of belief that fundamentally attracts people and entices them to opt in to your community. This means that your brand narrative—how you string together the beads of your brand’s story, (why/how you started, where you’re from, what you believe in, what you don’t believe in, how you are used, how you describe yourself, what you are not and never want to become, and who is leading the enterprise) is critical. Not only will this keep your brand relevant, it will help your brand remain meaningful to consumers and your brand community. Most importantly, it will help keep it from becoming meaningless. There is no second or third thing, this is the primary thing.