What are the principles we believe in? How do we see the world? Please add what you think (in the form of a response to this question), and comment on each others principles by responding to the answers. I'll set up an example. Please set up a separate answer for each principle so that we can keep the comments attached to the principles that they pertain to.

-- Anonymous, May 29, 1998

Answers

Companies don't own brands, people do

Please add your comments

-- Anonymous, June 02, 1998

Successful brands are dynamic - pushing consumers forward as well as responding to them

Please add your comments.

-- Anonymous, June 02, 1998

Consumers don't give you ideas - they help you inform the ideas

Please add your comments

-- Anonymous, June 02, 1998

People are demanding more of brands.

Please add your comments.

-- Anonymous, June 02, 1998

Brands and companies are interchangeable

Please add your comments.

-- Anonymous, June 02, 1998

50% of brands are undiscovered

Please add your comments.

-- Anonymous, June 02, 1998

You can't find all the answers in focus groups.

Please add your comments.

-- Anonymous, June 02, 1998

Creativity is too often relegated to the back-end of the branding process.

Please add your comments.

-- Anonymous, June 02, 1998

Strong relationships are built over time.

Please add your comments.

-- Anonymous, June 02, 1998

This seems pretty obvious - can we make it more specific?

What is it about the long term aspect of brands in particular, and what is the difference between relationship with the company and the brand. Is brand perception a function of direct experience and relationship with the company? Then there are both short term (direct experience can be very short term) and long term (i.e. relationship) factors.

-- Anonymous, June 02, 1998

Branding should me media-neutral

Please add your comments.

-- Anonymous, June 02, 1998

Research should be actionable and accountable.

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-- Anonymous, June 02, 1998

Direct experience with product is increasingly important to brands.

Please add your comments.

-- Anonymous, June 02, 1998

Environmental and social responsibility will contribute to brand image

Please add your comments.

-- Anonymous, June 02, 1998