New Rules for Brand Competition


According to Joel Rubinson of FastCompany, the top 4 new rules of brand competition are:

  • Functional: go from "product feature" to "solution-based" thinking
  • Social:
    make your brand a celebrity that is fanned, friended, and followed. Or,
    create a thematic environment around a value shared by your brand and
    its customers (e.g. Dove and "the real meaning of beauty")
  • Self-expressive: the brand must stand for something so clearly understood, it is cultural currency
  • Content: become the logical and top of mind source for content centered on what your brand is about
via FastCompany




 

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