All marketing is about telling a story, and stories that are credible sell. This is an important part of brand building. Why do you choose Puma over Nike? Because of the story you’ve been told about the difference Puma will make to your life – you are buying a lifestyle – not simply sportswear.
More and more we are hearing expressions like “looking after your brand” and “core values” in marketing circles. It’s a back to basics approach that is reviving many ailing brands these days. Whether you’re looking at your core brand, stretching your brand potential or developing a new brand with which to wow your target market, marketing is the frontier of brand development and strategy.
David Taylor of the Brand Gym is a marketing and brand growth expert. David Taylor is a leader when it comes to brand strategy and has published such titles as “Never Mind the Sizzle, Where’s the Sausage?” and “Grow the Core!” in which he presents the strength behind refreshing and nurturing the core values of a brand.
He recently published a blog post discussing the finer points of branding as utilised by book publisher Penguin in the UK for over 70 years. Penguin is credited with bringing the paperback to the UK, helping to bring good quality books to the market at a more accessible price.
Penguin’s other distinction is its striking cover designs. Taylor’s post is based on a book (Penguin by Design) that traces the cover designs of Penguin Books since 1935. While there’s more to building a brand than just design – visual identity is undoubtedly a very important part of a brand identity.
In his post, Taylor describes the simple method of keeping an old brand as successful today as when it was founded. The trick is to take what made you famous and to keep it fresh and relevant.
In the Penguin Books example, images of the book covers show that the same basic principles are present in the current brand as in the old brand.
David Taylor goes on to talk about what maintained Penguin’s position as a leading publisher and household name for so many years. Key to this has been adapting to the present demands of the product whilst still maintaining the core brand.
These points seem relatively simple when listed in his blog. Yet distilling them to such a point of simple clarity is something that many marketers and brand strategists have been missing out on for years.