Eight principles (Landor Perspectives 2011)

Nick Foley, Mike Staniford, & John Matthews

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 brand positioning-knowing who the brand targets, what the competition is and how to beat it.