Knowing who you are as a brand

I love Monocle. I was first “introduced” into it a fair few years ago as a magazine with a fresh look, manga cartoons and a passion/steadfast support for print in an increasingly digital media landscape.

I’ve since seen the company stretch its brand in many different directions – retail and coffee shops, clothing and fragrance partnerships – but always retaining the essence of quality and curation. It’s always had a very clear view on what it was about and always sought to (re)emphasise it with any new venture.

In the latest print edition of the magazine (focused on the media landscape) its editor, Tyler Brule, answered a few questions about it. But the one below really caught my eye. In a world dominated by stories and a belief that social is a must for all companies, Tyler offers a very interesting view about why Monocle chooses to not have a presence in social. I especially like the notion that “good brand are a little bit mysterious and shouldn’t reveal too much”. Always leave space for people to fill in the gaps.

It also reminds me of the (I think) Steve Jobs thought that “Strategy is as much about what you do, as about what you don’t do” (paraphrased as I can’t actually remember the proper quote).

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Big Vs Small Ideas

Big ideas take too much time to find and we don’t have the time to find ’em (not on current accountability time). Big ideas are equated to expensive ideas… Hence the word big. They’re meant to create a splash; secure buzz; enraptured the masses with pomp, grandeur and ceremony. Big ideas are similarly full of hot air, fluff, inflated with self importance, exaggeration and hyperbole

Interesting perspective over at Jaffe Juice

Imagine if…

you woke up tomorrow and all your previous consumer history was erased – what would you choose?  Would a pair of Nike trainers still hold the same value, would you still be attracted to the same brand?

I ask this, not because I have an amazing answer or anything like that.  I ask purely because I’ve been working on a project and it’s about ‘what if’, ‘possibilities’, etc and it got me thinking – what choices would I make?

It also got me thinking about the importance of branding and having that immediate frame of reference for a purchase decision. It also got me thinking how I gladly overpay for products and services that are not particularly critical but I simply enjoy.

All in all though, it makes life much easier and I’ll gladly pay for that.

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