I’ve been thinking a lot about brands lately. Why do some brands do better than others? Some flounder, some transcend—and it’s not always a reflection of effort or innovation or value.
Brand success can seem random. But that’s the genius of a good brand; it should be so effortless that it makes you think, ‘obviously!’.
The quality of a brand is determined by many factors—logos, voice and tone, vision etc.—but what interests me the most are the oaths, the mantras, the mission statements that yell the brand from the rooftops.