Many brands want to be like Coca Cola, Apple, or Google. The issue – Coca Cola, Apple, and Google already own their respective spaces and their respective core philosophies.
With so many emerging trends, brand managers, social media coordinators, and even marketing strategists, need a way to centre their concepts and drill down to their core offering / differentiation.
That’s what I call a brand’s ethos – the concept that a brand can own fully that would be extremely hard to replicate.
I’ll share a few stories of brands (big and small) who have found their ethos and leveraged them in the digital / social space. I’ll also share a few stories of popular brands that remain lukewarm because they haven’t.
At the end of the session, I’ll share a little bit about my approach when developing concepts and how I utilize an ethos to fully-imagine / test a complete brand strategy.
Key Take Aways
- The importance of finding your ethos
- How brands that understand their ethos leverage it to dominate
- Using a core philosophy as a social media litmus test
- Creating marketing concepts / programs using an ethos
- A few stories of brands that learned the hard-way