WHAT IS THE CORE OF THE BRAND?

What is the core of the brand?

Most brands seemingly spring from nowhere (the vast majority of run-of-the-mill brands in groceries and pharmacies). The origins of many others are lost or forgotten (most American automobiles, including Ford).

But great living brands, by definition, have origins that are authentic, genuine and alive. You know where they came from, and you care about that. These origins are part of the brand's mystery and
allure. They also infuse vital energy.
Think Hermés. Think Tiffany.

Great living brands have an ethos or
credo, a belief system, a philosophy, a culture.
They also have a point of view. Some even
have a reason for being that is greater than
their functional purpose. Classically, Helena
Rubenstein and Elizabeth Arden. Today,
Aveda, The Body Shop, and Joe Malone.

Great living brands trace their creation to the inspired genius of an individualistic founder, like Coco Chanel, or Christian Dior, or Ralph Lauren. Today's owners, partners and inheritors rejoice in this authenticity -- not just in historical eccentricities, but in the DNA that is still expressed in the brand.

As you explore your brand, start there. Explore the brand's quintessential DNA. Dig deep. Peer intently. Ask searching questions:

What is the creative, inspirational source of the brand?

Where did it begin, and how?

What built the brand?

How did it achieve success?

What is it about the brand that connects to us today, even if we aren't classic or quintessential users?

What motivated the originator of the brand?

What motivates the brand today?

Key Point: Understanding and exploring these issues puts you at the very heart of the brand. Your understanding here will give you extraordinary insight.

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