Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game

7 INSPIRE . . . BUILDING BRANDS THAT MAKE LIFE BETTER CHANGE YOUR BRAND

Gamechangers build brands that capture the aspirations of their audiences, rather than promote their own egos. They represent more purposeful ideas, inspiring people to seek more, believe more and achieve more.

• More aspirational . . . from business identities . . . to enabling possibilities . . . Brands articulate what people seek to be or become, to belong to and achieve.
• More human . . . from words and images . . . to purposeful ideas . . . Brands are about people, not products, and so can move easily across portfolios and categories.
• More powerful . . . from ambient communication . . . to mobilizing forces . . . Brands engage and connect people, empower and enable, a force for change.

7.1 PURPOSEFUL . . . BRANDS MAKE LIFE BETTER

Brands are about people not products. Whilst they started out as marks of ownership, functionally describing companies and products, they have evolved to reflect the hopes and dreams of real people, emotional and inspiring.

Brands are therefore more purposeful. The best brands make life better, either through inspiration and confidence or by practically enabling people to achieve more. They capture the imagination of people, through contagious ideas that people seek to believe and define themselves by. They elevate products and services to a higher level, bringing together more valuable and intuitive solutions, and they connect like-minded people to do more together. ...