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5 Musts for Future Brands by Mind Map: 5 Musts for Future Brands
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5 Musts for Future Brands

Have A Point

One word equity

but not necessarily a word

(a smell, sound, sight)

Is your positioning statement robust?

word-of-mouth / Google / Twitter proof?

Does your frontline recognize it

or is it just boardroom wordplay?

Be Beautiful

I mean BEAUTY!

design, usability, simplicity, bla: not enough

"Gooorgeous" comes straight from the guts

and means "I want it"

Aesthetics is the opposite of anaesthesis

Be Open

Transparency is now conditional for trust

Customers want to be co-workers

And they hate it to be ignored

Inconvenient interfaces = opacity = "f*** off"

Like a Cloud

The center is the brand's idea

if it has the gravitational force

Consumers, talent, shareholders

all gravitate around BIG ideas

Your frontline is the brand for the customer

not you

Brands are managed bottom-up

that's the reality, anyway

In all likelihood, your CEO is no Steve Jobs

Make Me Happy (nothing less)

Everything less is a commodity, not a brand

Literally, somatically

anything less is just self-deception

You can do it

Even toilet cleaners and life insurances can

if you can't imagine it someone else will

If you have no idea, try BEAUTY