Brand-ness or blandness? Why I believe in beliefs and don't value values

This article argues that many brands' values lack meaning and don't help them stand out from the competition.

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...

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