Pic courtesy of Adam Watson: https://www.redbubble.com/people/unisson
I’ve just completed reading Phil Knight‘s book, Shoe Dog, on how he built Nike from nothing to one of the most famous brands on the planet. It’s a good read.
Plenty has been written about Nike over the years. It’s often one of the most admired brands around and it’s always a staple in presentations and case studies about great brands.
However, Phil Knight has confirmed something that I guess I’ve always known. Great brands are built from within.
And when it comes to great brands, the ones we think of most often all have that in common. For example, Richard Branson‘s Virgin has it. Steve Jobs’ Apple has it.
But so many other brands don’t have it. So what exactly is ‘it’?
Well, ‘it’ is the very DNA and foundation of the business. It’s a belief. A cause. A drive.
As Simon Sinek would say, it’s the ‘why’. (see the video below)
But the problem I see far too often is that many businesses aren’t genuine about their ‘why’. I’ve seen many businesses try and apply this thinking without really wanting to deliver on it. They apply the ‘why’ as an after-thought – some sort of veneer that you can use to ‘dress up a business’, like a sprinkle of tinsel on a Christmas tree that’s missing a few branches. However, it simply doesn’t work that way.
If you proclaim to have a purpose, it has to be genuine. Otherwise it’s all sizzle and no sausage. And when that happens, hungry consumers will soon end up going elsewhere.
DUSTIN LANE
Brand Strategy | Advertising Concepts | Copywriting
Visit risinggiants.co or dustinlanecreative.com
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