Comments on: Meaning: The new measure of a brand or marketer’s success http://simonmainwaring.com/brands/meaning-the-new-measure-of-a-brand-or-marketers-success/ Simon Mainwaring is a branding consultant, advertising creative director, blogger and speaker. Sat, 31 Jul 2010 22:33:26 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Simon Mainwaring http://simonmainwaring.com/brands/meaning-the-new-measure-of-a-brand-or-marketers-success/comment-page-1/#comment-377 Simon Mainwaring Sun, 07 Feb 2010 08:18:21 +0000 http://simonmainwaring.com/?p=1806#comment-377 I love that quote form Stefan Olander. Spot on. Even better is when a brand has defined its purpose and makes meaningful contributions that are consistent with that purpose and their core values. then every bit of outreach they do is no longer simply well-intended CSR but a reaffirmation of their brand narrative. As always in life, it's the "come from" that counts and consumers can smell duplicity.Great site too and I'll share it with others. Great to meet another Aussie doing meaningful stuff. Let me know if I can ever help. Simon I love that quote form Stefan Olander. Spot on. Even better is when a brand has defined its purpose and makes meaningful contributions that are consistent with that purpose and their core values. then every bit of outreach they do is no longer simply well-intended CSR but a reaffirmation of their brand narrative. As always in life, it's the “come from” that counts and consumers can smell duplicity.Great site too and I'll share it with others. Great to meet another Aussie doing meaningful stuff. Let me know if I can ever help. Simon

]]> By: Umberto Righetti http://simonmainwaring.com/brands/meaning-the-new-measure-of-a-brand-or-marketers-success/comment-page-1/#comment-376 Umberto Righetti Sat, 06 Feb 2010 04:36:14 +0000 http://simonmainwaring.com/?p=1806#comment-376 Excellent post Simon. Love "meaning as a compass for engagement". Got me thinking about sport sponsorship and how brands continue to pay millions for naming rights to stadia, to sponsor major sporting events, to get their names on a team shirt. But what does this mean to the consumer? How does this engage them?<br><br>Nike's Stefan Olander summed it up beautifully when he said "If we can do something good for someone, no matter the product, it's going to be good for us." <br><br>As you pointed out brands need to take a step back and ask how their content and contribution adds meaning to the lives of the consumers they'd like to have a relationship with.<br><br>I tried to sum this up here <a href="http://bit.ly/6ytedd" rel="nofollow">http://bit.ly/6ytedd</a><br><br>Your post helped reassure me that the vision we've worked towards for the past 3 years, to make brands meaningful to people who play sport, is the right one, even though it might take others longer to realise! Thanks Excellent post Simon. Love “meaning as a compass for engagement”. Got me thinking about sport sponsorship and how brands continue to pay millions for naming rights to stadia, to sponsor major sporting events, to get their names on a team shirt. But what does this mean to the consumer? How does this engage them?

Nike's Stefan Olander summed it up beautifully when he said “If we can do something good for someone, no matter the product, it's going to be good for us.”

As you pointed out brands need to take a step back and ask how their content and contribution adds meaning to the lives of the consumers they'd like to have a relationship with.

I tried to sum this up here http://bit.ly/6ytedd

Your post helped reassure me that the vision we've worked towards for the past 3 years, to make brands meaningful to people who play sport, is the right one, even though it might take others longer to realise! Thanks

]]> By: Simon Mainwaring http://simonmainwaring.com/brands/meaning-the-new-measure-of-a-brand-or-marketers-success/comment-page-1/#comment-227 Simon Mainwaring Sat, 21 Nov 2009 08:53:41 +0000 http://simonmainwaring.com/?p=1806#comment-227 Thanks so much, Brandon for such an insightful response. Brand transparency and integrity is critical now. And yes, I navigate the web along lines a meaning just as you did. Like you, I also continue to go through the critical process of self-definition. The sub-head on my blog has changed almost weekly. The mission statement on the landing page of my website changed as recently as last night - so yes, I struggle and actively work to articulate my mission and values as a filter on my own content and what I choose to read. As if that's not difficult enough, I believe it can never be static now as it constantly needs to maintain and reflect connection with a changing marketplace. Little wonder so many brands shy away from the effort. Yet the upside is unlimited in that it becomes a filter on your internal decisions, simplifying the process and saving time and resources, plus its gives consumers a chance to actually know if they want to engage with you, buy your product and be loyal. Without it you're simply gambling with your brand's well-being. So yes, it's a struggle and, no, it will never go away. Time to roll up those sleeves on a fresh shirt every day. Thanks so much for your feedback, Brandon, and let's stay in touch. Simon Thanks so much, Brandon for such an insightful response. Brand transparency and integrity is critical now. And yes, I navigate the web along lines a meaning just as you did. Like you, I also continue to go through the critical process of self-definition. The sub-head on my blog has changed almost weekly. The mission statement on the landing page of my website changed as recently as last night – so yes, I struggle and actively work to articulate my mission and values as a filter on my own content and what I choose to read. As if that's not difficult enough, I believe it can never be static now as it constantly needs to maintain and reflect connection with a changing marketplace. Little wonder so many brands shy away from the effort. Yet the upside is unlimited in that it becomes a filter on your internal decisions, simplifying the process and saving time and resources, plus its gives consumers a chance to actually know if they want to engage with you, buy your product and be loyal. Without it you're simply gambling with your brand's well-being. So yes, it's a struggle and, no, it will never go away. Time to roll up those sleeves on a fresh shirt every day. Thanks so much for your feedback, Brandon, and let's stay in touch. Simon

]]> By: Brandon101 http://simonmainwaring.com/brands/meaning-the-new-measure-of-a-brand-or-marketers-success/comment-page-1/#comment-226 Brandon101 Sat, 21 Nov 2009 04:46:14 +0000 http://simonmainwaring.com/?p=1806#comment-226 Excellent insight Simon. This hits the nail on the head for me. I believe that brands must now prioritize meaning and purpose and be willing to open up and respond to consumer interaction and feedback in ways that were essentially unheard of just a few years ago. It's not enough to serve a utilitarian solution - we are increasingly wanting more from the brands we support. And now with our ability to share information with vast audiences instantly, the meaning must be genuine or risk serious negative ramifications if the efforts are exposed as disingenuous. <br><br>As you mentioned, I've noticed some interesting patterns in my own consumption of information lately - I'm consuming more than ever before, but it gets to me through filters I have set up to determine relevance and alignment with my values. I rarely ever go out and 'surf' the web - but I feel more up to speed on what's going on in the world than ever. I arrived here on your blog through Stowe Boyd's blog where he had some similar profound thoughts into the architecture of business. Truly incredible writing from both of you! But the trail started in a group I have set up in TweetDeck. Chris Brogan gave Stowe's post a glowing recommendation, which led me through Stowe's site and eventually here. The common denominator for me is that I'm not just randomly reading blogs - I choose where I invest my attention based on the meaning behind them. <br><br>I recently went through a lot of soul searching on my own personal brand and the meaning and purpose behind what I'm doing. As a colleague noted, we talk to clients about this all the time, but I made a point to apply this filter to my own work, which is something I had thought about quite a bit but not fully applied. Meaning is truly the filter for me. Once I wrote it all out it, it not only made sense, but I felt much better afterward. I would be curious to hear your feedback on how this plays for you in your work. Is this something you have dealt with and had either difficulty or success with? <br><br>Will definitely stay in touch. Thanks for the excellent post!<br><br>Brandon Sutton Excellent insight Simon. This hits the nail on the head for me. I believe that brands must now prioritize meaning and purpose and be willing to open up and respond to consumer interaction and feedback in ways that were essentially unheard of just a few years ago. It's not enough to serve a utilitarian solution – we are increasingly wanting more from the brands we support. And now with our ability to share information with vast audiences instantly, the meaning must be genuine or risk serious negative ramifications if the efforts are exposed as disingenuous.

As you mentioned, I've noticed some interesting patterns in my own consumption of information lately – I'm consuming more than ever before, but it gets to me through filters I have set up to determine relevance and alignment with my values. I rarely ever go out and 'surf' the web – but I feel more up to speed on what's going on in the world than ever. I arrived here on your blog through Stowe Boyd's blog where he had some similar profound thoughts into the architecture of business. Truly incredible writing from both of you! But the trail started in a group I have set up in TweetDeck. Chris Brogan gave Stowe's post a glowing recommendation, which led me through Stowe's site and eventually here. The common denominator for me is that I'm not just randomly reading blogs – I choose where I invest my attention based on the meaning behind them.

I recently went through a lot of soul searching on my own personal brand and the meaning and purpose behind what I'm doing. As a colleague noted, we talk to clients about this all the time, but I made a point to apply this filter to my own work, which is something I had thought about quite a bit but not fully applied. Meaning is truly the filter for me. Once I wrote it all out it, it not only made sense, but I felt much better afterward. I would be curious to hear your feedback on how this plays for you in your work. Is this something you have dealt with and had either difficulty or success with?

Will definitely stay in touch. Thanks for the excellent post!

Brandon Sutton

]]> By: Simon Mainwaring http://simonmainwaring.com/brands/meaning-the-new-measure-of-a-brand-or-marketers-success/comment-page-1/#comment-168 Simon Mainwaring Sat, 21 Nov 2009 02:53:41 +0000 http://simonmainwaring.com/?p=1806#comment-168 Thanks so much, Brandon for such an insightful response. Brand transparency and integrity is critical now. And yes, I navigate the web along lines a meaning just as you did. Like you, I also continue to go through the critical process of self-definition. The sub-head on my blog has changed almost weekly. The mission statement on the landing page of my website changed as recently as last night - so yes, I struggle and actively work to articulate my mission and values as a filter on my own content and what I choose to read. As if that's not difficult enough, I believe it can never be static now as it constantly needs to maintain and reflect connection with a changing marketplace. Little wonder so many brands shy away from the effort. Yet the upside is unlimited in that it becomes a filter on your internal decisions, simplifying the process and saving time and resources, plus its gives consumers a chance to actually know if they want to engage with you, buy your product and be loyal. Without it you're simply gambling with your brand's well-being. So yes, it's a struggle and, no, it will never go away. Time to roll up those sleeves on a fresh shirt every day. Thanks so much for your feedback, Brandon, and let's stay in touch. Simon Thanks so much, Brandon for such an insightful response. Brand transparency and integrity is critical now. And yes, I navigate the web along lines a meaning just as you did. Like you, I also continue to go through the critical process of self-definition. The sub-head on my blog has changed almost weekly. The mission statement on the landing page of my website changed as recently as last night – so yes, I struggle and actively work to articulate my mission and values as a filter on my own content and what I choose to read. As if that's not difficult enough, I believe it can never be static now as it constantly needs to maintain and reflect connection with a changing marketplace. Little wonder so many brands shy away from the effort. Yet the upside is unlimited in that it becomes a filter on your internal decisions, simplifying the process and saving time and resources, plus its gives consumers a chance to actually know if they want to engage with you, buy your product and be loyal. Without it you're simply gambling with your brand's well-being. So yes, it's a struggle and, no, it will never go away. Time to roll up those sleeves on a fresh shirt every day. Thanks so much for your feedback, Brandon, and let's stay in touch. Simon

]]> By: Brandon101 http://simonmainwaring.com/brands/meaning-the-new-measure-of-a-brand-or-marketers-success/comment-page-1/#comment-167 Brandon101 Fri, 20 Nov 2009 22:46:14 +0000 http://simonmainwaring.com/?p=1806#comment-167 Excellent insight Simon. This hits the nail on the head for me. I believe that brands must now prioritize meaning and purpose and be willing to open up and respond to consumer interaction and feedback in ways that were essentially unheard of just a few years ago. It's not enough to serve a utilitarian solution - we are increasingly wanting more from the brands we support. And now with our ability to share information with vast audiences instantly, the meaning must be genuine or risk serious negative ramifications if the efforts are exposed as disingenuous. <br><br>As you mentioned, I've noticed some interesting patterns in my own consumption of information lately - I'm consuming more than ever before, but it gets to me through filters I have set up to determine relevance and alignment with my values. I rarely ever go out and 'surf' the web - but I feel more up to speed on what's going on in the world than ever. I arrived here on your blog through Stowe Boyd's blog where he had some similar profound thoughts into the architecture of business. Truly incredible writing from both of you! But the trail started in a group I have set up in TweetDeck. Chris Brogan gave Stowe's post a glowing recommendation, which led me through Stowe's site and eventually here. The common denominator for me is that I'm not just randomly reading blogs - I choose where I invest my attention based on the meaning behind them. <br><br>I recently went through a lot of soul searching on my own personal brand and the meaning and purpose behind what I'm doing. As a colleague noted, we talk to clients about this all the time, but I made a point to apply this filter to my own work, which is something I had thought about quite a bit but not fully applied. Meaning is truly the filter for me. Once I wrote it all out it, it not only made sense, but I felt much better afterward. I would be curious to hear your feedback on how this plays for you in your work. Is this something you have dealt with and had either difficulty or success with? <br><br>Will definitely stay in touch. Thanks for the excellent post!<br><br>Brandon Sutton Excellent insight Simon. This hits the nail on the head for me. I believe that brands must now prioritize meaning and purpose and be willing to open up and respond to consumer interaction and feedback in ways that were essentially unheard of just a few years ago. It's not enough to serve a utilitarian solution – we are increasingly wanting more from the brands we support. And now with our ability to share information with vast audiences instantly, the meaning must be genuine or risk serious negative ramifications if the efforts are exposed as disingenuous.

As you mentioned, I've noticed some interesting patterns in my own consumption of information lately – I'm consuming more than ever before, but it gets to me through filters I have set up to determine relevance and alignment with my values. I rarely ever go out and 'surf' the web – but I feel more up to speed on what's going on in the world than ever. I arrived here on your blog through Stowe Boyd's blog where he had some similar profound thoughts into the architecture of business. Truly incredible writing from both of you! But the trail started in a group I have set up in TweetDeck. Chris Brogan gave Stowe's post a glowing recommendation, which led me through Stowe's site and eventually here. The common denominator for me is that I'm not just randomly reading blogs – I choose where I invest my attention based on the meaning behind them.

I recently went through a lot of soul searching on my own personal brand and the meaning and purpose behind what I'm doing. As a colleague noted, we talk to clients about this all the time, but I made a point to apply this filter to my own work, which is something I had thought about quite a bit but not fully applied. Meaning is truly the filter for me. Once I wrote it all out it, it not only made sense, but I felt much better afterward. I would be curious to hear your feedback on how this plays for you in your work. Is this something you have dealt with and had either difficulty or success with?

Will definitely stay in touch. Thanks for the excellent post!

Brandon Sutton

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