Brave and Confident Brands

Characteristics

1. The brand can actually back the claim it is making.

2. The brand is willing to focus on values and insights tat bring the brand alive rather than just bringing in revenue.

3. The brand creats an idea that theoretically goes against the category theme.

Of course a brand cannot be deeded confident or brave on the basis on one campaign.

Companies have to make that confidence and boldness an aspect of their business model.


Mint, 27 August 2008
www.livemint.com