10 (other) compelling, authentic brands

My boss sometimes tells the story of Dr. Colley, a famous surgeon who author Jim Belasco followed on rounds. One day, en route to the operating room, Belasco saw the surgeon stop to talk to a man mopping the hallway. The surgeon and janitor conversed for nearly 10 minutes before Cooley dashed into the operating room. Curiosity raised, Belasco commented, "That was a long conversation." Then he asked, "What do you do in the hospital?"

The janitor replied, "We save lives."

THAT is a compelling brand.

One that is both embraced and breaks through. One that feels genuine from almost any voice.

You know these brands: Apple. Nordstrom. Zappos. Target. Ug. Hell, Uggs. Their brand stories have been told again and again until they've become both the unattainable pillars of legend and little more than background noise.

What does it take to deliver a brand that compelling?

It should be:

1. Meaningful. The simple, perfect words that hit you in the gut with connection and value.
2. Repeateable. In 2009, if people can't pass it on, it might as well not exist
3. Embraced. Thoughout all levels of the organization. And, within the core customer base.

What other brands are doing it just as well as those category leaders? Here are 10 more stories to tell:

1. United Way: Give. Advocate. Volunteer. Pillars that hold up as well in a board room as they do in a gay pride parade as they do in the aftermath of a disaster.
2. Ted: Ideas worth passing on. It's the heart of the brand and embodied in everything it touches.
3. MINI: In the tent, in the car, all for fun. That clan of effusive motorers finds joy in everything.
4. Anthropolgie: For every ecclectic who lives for the details and the romance of craft, we give you an inspiring place to shop. 
5. The Peninsula: Personal luxury. A new legend borne of the details.
6. Montreal: THE Creative City.
7. W&K: Where creative's create. A place that is all about the work. The wicked sweet work.
8. Progressive: A "we get you" brand that does the work for you. Grounded in a word all of America would connect with their name: compare
9. Tylenol: The old guard that has always made the right calls, reinvigorated by the Feel Better campaign and story
10. Pedigree. You know it. You've probably said it. We're for dogs.

Comments

[Amy Desmarais]

Another criteria to add to what makes brands more compelling may be inclusive. A lot of big brands are jumping on the bandwagon (and the small ones struggling to figure it out) but the brands that do it well are the ones that startup the two-way conversation.

@Suzi West Maybe small brands are more authentic by default because they are viewed as more "helpless" aka people feel the need to stick up for them more and can connect with their struggles.

[Suzi West]

You have got to have heart. The majority of your examples are larger retailers. Maybe because mom and pop businesses don't often think about brands (and should) but just naturally create them through authenticity. I am a small business owner. I have both a business mantra and a mission statement. Our mission statement is simply: to inspire. The mantra is posted on our wall: Breathe. Focus. Believe. The small team of two running the business know it and exemplify it in everything they do. But it originated from the passion of the owner and not necessarily a board room meeting. I love branding and believe "persons" should have an identity. Remember the article "A brand called You".

Keep the good work coming. Your pov is appreciated.

[Sam Van Eman]

I had a book, but it's out of print. Maybe there's a connection between that and my inability to explain it - or even see it in my mind - in a meaningful, repeatable, embraceable phrase or two.

[Ryan Morgan]

I always wonder how people our age (and younger) feel about Progressive.

If I wasn't in the biz and was shopping, I'd probably go to their site first thing. Because they do seem to 'get it.' From an ease-of-doing business standpoint. But, ultimately, I don't know if I'd feel comfortable enough to buy without actually *talking* to someone, first.

I mean, this isn't a pair of trousers you can just send back.

What about you? You were shopping recently -- did you check out Progressive?

[Simon Li]

Southwest Airlines and Ben and Jerry's are another examples. They both have clear value statement that are transparent to both employees and to consumers. Both companies have employees that "practice what they preach," they are their brand's extensions. They also engage with consumers in differentiated and unexpected ways.

[Lowell]

I did a whole case study on the Pedigree Adoption Drive. Not only did they come out with heart-wrenching sob stories from shelters, but they paid it off with the same dogs in success stories later in the campaign.

http://www.tbwa.com/index.php/disruptiveideas/1;2

Awesome.