Branding & Marketing -
from corporate image to personal brands took place on Thursday 18 June 2009 at Interbrand London.
Almost 80 women from a wide range of organizations joined Baroness Scott of Needham Market (Chairing) and panelists Rita Clifton (Interbrand), Lucy Richardson (Brand Legacy), Louise Mowbray (Mowbray by Design), and Maura Donlan, GMMB (Obama campaign)
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Image conscious
We live in a world so full of brands, that we do not often stop to think about what makes a company, or a person really stand out from the crowd. But there is an appetite to know more, as WiPP proved when it brought together a group of experts in a seminar to share their tips on how to make branding work for companies, individuals and political parties.
Although the four women who spoke were tackling the issue from different perspectives, there were a surprising number of key messages in common. Rita Clifton, chairman of Interbrand, provided insights into successful corporate branding. She said that in order to build a brand, it is important to be clear about what you stand for and how you are different from the opposition. You also need to be consistent in everything you do, and show leadership. This involves setting the agenda in your sector and constantly innovating.
Much of this holds true for personal branding. Louise Mowbray of Mowbray by Design advised finding out what makes you compelling. “Be memorable and relevant,” she said. She also recommended being authentic, warning that you won’t last long if you fake it.
Consistency is another important element for success. Lucy Richardson, managing partner of Brand Legacy, gave an example of the Dove advertising campaigns. The ads stood out by using real women to promote soaps and shampoos. But Lucy suggested that Dove did not carry this through by creating a product that really stood out from the rest.
It is hard to imagine more successful political branding than the Obama campaign for the US presidency. Maura Donlan, senior vice president of GMMB, the firm that advised the campaign, had everyone transfixed as she illustrated how Obama raised his profile through his powerful oratory, and by reaching out to new supporters outside the political mainstream. The campaign took full advantage of the latest technology, using mobile phones and the internet to spread the word and to raise small donations from millions of people. Supporters spontaneously made their own advertisements, which were widely viewed on Youtube. All this did more than help Obama to win. It created a new, grassroots political movement made up of people hungry for change. Time will tell if, like the best brands, this movement is sustainable.
by Adrienne Margolis
Freelance writer/editorial consultant
adrienne.margolis@gmail.com
