Monday, August 2, 2010

One sentence.

I'm still thinking about the 92,000 pages leaked by Wikileaks. About the 2300+ pages of the financial reform act. Of the 2 1/2 pages of to-dos I get from my wife.

In short, there is no shortage of instruction, information and inundation in the world. What there is a shortage of is simplicity.

I read this the other day from Landor about brands. I usually ignore things from places like Landor because they've always seemed to me to be complicators not simplifiers. But this is pretty simple and it gives pause:

1. If you can't describe in one sentence what differentiates your brand from your competitors you don’t have a strong brand.
2. When asked why you're successful, you respond with a stock price.
3. You can't sum up your mission, vision and values in one sentence.
4. No one can remember your logo.
5. The value of your company is the sum of your tangible assets. If our buildings burned down, what would we be worth?
6. People still talk about your founder, not your company.

Most brands, of course, like most people can't abide by much less answer the strictures above. In trying to become brands they'll resort instead to gimmickry or they'll try short cuts. Then when their work doesn't work, they'll fire their agency.

That's why I am saving to open up a Carvel franchise on the Upper West Side.

4 comments:

Max Katsarelas said...

A Carvel franchise? You can do better than that.

How about a frozen custard stand or a homemade ice cream shop? Unfortunately it's all about the frozen yogurt and soft-serve trucks in this town.

bob hoffman said...

1. If you can't describe in one sentence what differentiates your brand from your competitors you don’t have a strong brand.
2. When asked why you're successful, you respond with a stock price.
3. You can't sum up your mission, vision and values in one sentence.
4. No one can remember your logo.
5. The value of your company is the sum of your tangible assets. If our buildings burned down, what would we be worth?
6. People still talk about your founder, not your company.


I'm just wondering. Which of these applies to Landor?

geo said...

Yes, Bob. The cobbler's children have no shoes.

Anonymous said...

I haven't been able to sum up my mission in 45 years. But if you ask nicely, I will tell you my stock price.