Brand values

values

Ok, so I have an opinion on ‘Brand Values’. Many of our clients will be familiar with my opinion. I won’t go into it fully here – you’ll have to become a client to receive that service – but here’s some food for thought.

By ‘Brand Values’, I am referring specifically to the list of adjectives – usually five in number – that brand guardians, be they the CEO, marketing chief, or agency, select to represent what they call their values.

Here is a classic of the genre from the Guardian.

That’s thrown down the gauntlet to Barclays’ employees, hasn’t it? I can just imagine those who were responsible for rigging the Libor, playing poker with the nation’s wealth, taking ridiculous liberties with their expense accounts and working on ever more devious tax avoidance schemes firing off an email saying “That’s it: I point-blank refuse to align myself with the word ‘respect’. Fire me if you want.”

Or how about this…”What values do you think you will bring to the job, Mr Chappell?”

“Stewardship.”

UPDATE: Breakfast’s brand values announced: Disrespect, lack of integrity, indolence, sarcasm and pedantry.

UPDATE 2: Indolence too obscure. Replaced by ‘Passion’.

Advertisements
  1. boingster
    January 17, 2013 at 4:31 pm

    we’re passionate about passionate work for our passionate client brands

  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: