There are six ways brands can keep calm and carry on. They need to understand their contribution. Powerful brands need to understand what the offer the marketplace that no one else does. You also need to keep your eye on the value and not on the trends. You also need to run your story.
- Powerful brands understand what they bring to a market that others don’t. They see their presence as a role: one that appeals to consumers, counter-balances competitors and stabilizes interest and demand.
- The purpose of brands is to pave the way for pricing that exceeds the non-branded default.
- As the media looks to cash in on the headline power of burgeoning controversy, it’s easy to get pulled into a Q&A vortex. The media has a job to do in investigating what is or isn’t news; but brands also have a responsibility to set limits around how they will engage, what they will engage on, and when their investment in this to-ing and fro-ing has run its course.
“Brands with a clear sense of their own worth and identity will draw on these underlying principles to calmly excel and grow stronger.”