Brand-ness or blandness? Why I believe in beliefs and don't value values
Giles LuryThe Value Engineers
Brand values are common, but often uninspiring. Giles Lury highlights the lack of meaning in many brands' values, and looks at why they don't help a brand stand out from the competition.
The current practice of defining and expressing brand values seems to be leading to a blandness, not brand-ness in brand positioning.
Developing a compelling and distinct brand positioning is a core skill for any good marketer and finding a powerful expression of your brand's philosophy is key to that. Two of...