Expert Advocates Attributes of Effective Brand Idea
By Tunmise Adekunle
Seven attributes have been advocated as means of sustaining an effective brand idea that can give brands remarkable transparence like it is with brands like Coca-Cola, Guinness, Malboro cigarettes, Mcdonald, Walt Disney, among other global brands.
Advocating these seven attributes was the chief executive officer of Phillips Consulting, Mr. Foluso Phillips during a 3-day course on Branding A-Z for over 20 brand persons held in Lagos recently.
According to Mr. Phillips , great Ideas, consistent leadership vision, vital consumer meaning, alignment with Strategy & resources , creation of human personality , service embodied in people, and product embodied in packaging and advertising are very compulsory ingredient for effective brand idea.
Mr. Phillips defined brand idea as involving everything at the core of a brand which works to the brand's unique advantage as a communicator or alignment business strategy with Customer
values
He stated that brand idea also involves brand identity elements which includes: brand essence, brand needs, brand benefits, brand relationship, brand personality, brand association, brand attributes and brand behaviour
All these will achieve three immediate consequuences for brands. According to him, everything that is done in the brand'sname should confirm brand essence. This he said will permeate everything an organisation will be able to do strategically with the brand, there by maximising organisational advantage.
While presenting a paper on Fact Driven Marketing, the managing director of De United Foods , Roger Yeo said facts driven through a framework of understanding yield superior strategies. This he said will help companies in producingg demand analysis, understand want cyrcles, track down customers' state, provide strategic synthesis, aid distribution and assist in promotion that will be in the overall interest of any successful brand.
Speaking with THISDAY on the essence of the course, CEO of Purrple Consult, Sola Salako said it is to create more education for brand managers dynamicsof brand buildind. "Branding is the future of properity which no business can ignore. We are in the era when every business must diferentiate itself from others, or such business will die. That is the the essence of branding,"she stated.
Other speakers at the occasion include: Mr. Muyiwa Kayode of USP, Sola Salako of Purrple Consult, Kola Oyeyemi of MTN, Anthony Swart of Enterprise IG South Africa, Patrenia Onuoha of Phillips Consulting, among other brand experts .
The 3-day interactive course was put together by Phillips Consulting and Purrple Consult as a periodic brand education function for brands people.
As part immediate plans, the organisers said they have put in place a forum on Brand Valuation and Protection for September 2004. Also a branding boot camp is being planned forchief executive officer in the next couple of months.
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