Eight principles (Landor Perspectives 2011)

Nick Foley, Mike Staniford, & John Matthews

Nick Foley, of Landor Associates in Singapore, gives eight pieces of advice on branding: be distinctive; stake a claim on the territory; find a great insight; live up to your promises; make an emotional connection with the consumer; empower employees as a way of helping drive brand awareness; use your own media to carry your message; start a dialogue with consumers.

Eight principles (Landor Perspectives 2011)

Nick Foley, Mike Staniford, & John MatthewsLandor

Successful brands are anchored in propositions that are desirable, distinctive, and credible in people's minds. As Walter Landor once said: "Products are built in the factory, brands are created in the mind."

Following are eight pieces of advice that anyone working with a competitive identity will want to keep top of mind-a conversation starter. These concepts are key to developing a bond with consumers, which is the essence of branding.

  1. Stand out

    Having a differentiated, relevant product is critical to success. Distinctive branding stems from clear...

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