Brand values are a powerful yet often under appreciated tool in a marketer’s kitbag. Rob Grant draws on the theories of four branding experts, to determine how best to maximise their impact.
On the computer hard drives of most marketers exists a document – perhaps called a brand pyramid, light-bulb or wheel – which lists the values of the brands they manage. It may have been drafted by a predecessor, dictated by a parent company or crafted themselves. It may constantly, or almost never, be looked at. But how important is this handful of words to the target audience, what role do they play in determining the success of a brand and how best do you communicate them to the outer world?
Rob Grant is a freelance writer, specialising in travel, culture and business. He is a member of the Australian Society of Travel Writers and is based in San Francisco, California.