4i Newsletter Masthead 381

Take a Stand.

fouri 381 Brands

Speaking to our members last week, marketing guru Grant Leboff stated:

“You cannot have a brand that stands for nothing and is attractive.”

Think about the brands that really stand out from the pack, not only in their sector but across all industries: here’s 10 on my list (feel free to add your own)

  • Apple
  • BBC
  • Coca Cola
  • Disney
  • Facebook
  • John Lewis
  • Moneypenny
  • National Trust
  • Nike
  • Virgin

They each stand for something far more than their products and services – this is my interpretation:

  • Apple – Enabling people to change the world
  • BBC – Authoritative (the world tunes into the BBC when it’s really important)
  • Coca Cola – Prolonged youth (perhaps originally, ‘The American Dream’)
  • Disney – Fun
  • Facebook – Connecting the world
  • John Lewis – Improved capitalism
  • Moneypenny – Enabling businesses to succeed
  • National Trust – Places for people forever
  • Nike – Winning
  • Virgin – Iconoclasm
How about you? What does your organisation stand for?

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