Predicting the Future Before it Arrives 🌍
Brands that tap into these "Cultural Undercurrents" find themselves at a unique vantage point.
Our methods and ideas.
Brand purpose is the driving force that defines a brand's identity, its reason for existence, and its underlying passion. Think of it as the North Star that guides a company's decisions and actions. Importantly, brand purpose doesn't require brands to tackle global issues; instead, it should resonate with their core values and connect personally with their audience.
The landscape is undergoing a dramatic shift. The days of branding merely being a means to sell products and services are quickly fading. Instead, today's successful brands resonate deeply with consumers, establishing a connection that transcends transactional boundaries.
If you're brand building, it is essential to consider two significant components: brand tangibles and brand intangibles. While both play a vital role in creating a successful brand, brand tangibles refer to physical aspects. On the other hand, brand intangibles are more emotional and psychological in nature.
When it comes to building a "brand" versus building a "business", there is usually some crossover, but the process for each is vastly different and often misunderstood. Building a business is sales-focused, whereas building a brand is community-focused. A business is an organisation or enterprising entity engaged in commercial, industrial, or professional activities. However, a brand is a more comprehensive representation of your business, the identity associated with it, its ventures, and its community. At a fundamental level, this identity stems from the business's Brand DNA, the strategic message and core idea guiding you communicate with the world.
Delivering excellent products and services is non-negotiable if you plan to succeed in today's markets. However, your marketing strategy is the foundation of your business. Your Brand DNA, which sits at the core of your company's identity, is the thing that drives your marketing. Your identity communicates what you offer and stand for and why customers should pick you over the competition. The best companies in the world have an edge: Strong Brand DNA.
The death-themed, canned water brand, Liquid Death Mountain Water, has gained great acclaim for its brand and business success since its launch in 2019, with the slogan "Murder Your Thirst". The company sells what is essentially water-in-a-can. Liquid Death was estimated to have annual revenue exceeding $130 million in 2022. In addition, the brand has amassed 1.3 million Instagram followers and recently completed its second capital raise, valued at $700 million. Co-Founder Mike Cessario, ex-creative director at Netflix, built a unique brand DNA by breaking all the rules in the aspirational health and wellness category that led Liquid Death to dominate the market.
A community of consumers loyal to your brand should be a goal for every business. Cultivating a community will unlock numerous advantages and opportunities. Big brand names such as LEGO have had their luck turn from the verge of bankruptcy to the largest toy manufacturer in the world through community building.
The evolution of the digital world has enabled us to build communities with more ease but bringing a group of people together around your brand, supporting them and growing is still hard to nail. Some brands succeed in establishing their communities and reap the benefits. Big brands such as Dove, Nike, and Apple understand this. They know how to maximise the connections between their communities and their brands.