Brand strategy fail

Most non-iconic brands have strategy documents that look something like this. 

My guess is that defining brand values is more of an exercise in wishful thinking than anything. Sort of like defining how the perfect man/woman should be like. Doesn't hurt to throw in a couple of extra keywords does it? 

Cases where brands take core values seriously - i.e. executing communication strategies upon these, are rare. 

Comments

[Eric Lindesvärd]

Very well put!

[fredrik sarnblad]

It's a bit like women putting makeup on: it makes them feel better about themselves while the substance about who they are and how they look in eyes of others remain unchanged. And generally speaking, "more" rarely equates to "better".

;)

[fredrik sarnblad]

It's a bit like women putting makeup on: it makes them feel better about themselves while the substance about who they are and how they look in the eyes of others remain unchanged. And generally speaking, "more" rarely equates to "better".

;)

[Nguyen Duong]

@fredrik: "makeup"? how about breast augmentation? it's all just window-dressing to hide the fact that they're insecure about who they really are. the brand that is. ;)

[Olle]

Gentlemen - I see enough interest/knowledge in make-up and female "self improvement" for another blog... ;)