Brand-ish opinion (page 2 of 2)

Inoffensive brands. Brands essentially without opinions or courage. Bland brands. That's why brands increasingly need to take a stand on issues, to express their values and opinions, and demonstrate responsibility towards them.

Brands without well-defined opinions will find it increasingly difficult to gain traction in the market place. The challenge is to ensure that the opinions are in tune with the core values of the brand. That they are authentic, and not an opportunistic and superficial play for attention by deception.

What's your brand's opinion towards the environment? Towards humankind, health, religion, sexuality? What are your brand's best intentions? If you want your brand to stand out from its competition - and you do, don't you? - you need to keep pursuing your brand's true difference.

A difference that could well lie in your brand's opinions. If the trend progresses as I believe it will, opinionated brands will overtake their competition, and not necessarily because they attract adherents to their viewpoints. Many new fans will be offended by branding opinion, but offence won't always lead to boycott.

What does your brand have to say? Whatever it is, make sure you mean it, and that your brand's message is consistent, communicated fearlessly and relevantly, and is on brand. The brand's reward for expressing opinions is being heard, and discussed. So, is your brand provoking conversation? Go on - give people something to talk about.