I say bipolar brands and you say “not good.” When doing discovery on a branding assignment, I’d love to ladder down to a bipolar brand dealing with only two care-abouts or good-ats. Most of the time, I’m dealing with 15 plus.
Who would start a business with a product or service that was only good at one thing? I walked into the corporate headquarters of advertising client Adecco a number of years ago and on the reception wall was a canvas touting 40 or so mission words. The written strategy diaspora for Adecco. It’s amazing we were able to get an ad approved.
Brand strategy is an organizing principle anchored to an idea. Bipolar brands, tripolar brand, quadripolar brands don’t have an idea.
Staking your claim to an idea is freeing. Cathartic. A big exhale moment.
What’s your brand idea. What’s the idea?