a brand is a promise

Scott Bedbury is a gifted storyteller. It’s always a pleasure to hear him. Today, I was invited to hear Scott talk to a small group of students and faculty at the UO J-School. Later, some of us had lunch with him at the Excelsior. Here are a few things he mentioned:

• Branding sounds like something you do to a cow. Scott prefers the term brand development.
• Brands need to find an emotional connection with the audience.
• Let the slogan happen, don’t force it.
• Companies need great storytellers.
• Now, consumers look for brands with substance.
• Look to the timeless human truths to help guide brand development: such as, being respected, loved and welcomed.
• Things to watch: co-creation (like Jones Soda bottle labels) and mass customization (like Nike ID)

For job hunters:

• Employers are looking for people who are: energetic, fun and flexible.
• Your resume needs to show: your humanity, a zest for life and little humor.
• An interview question: Who is doing great marketing you like and why do you like it?

I want to leave you with two quotes I enjoyed from Scott's book, A New Brand World.

• "Massive levels of brand awareness will not correct a flawed business model."
• "Advertising, if it is any good, should help to confirm what already is, not what should be."