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Brand Premium pp 155-169 | Cite as

Vitality

  • Nigel Hollis

Abstract

A successful brand must have vitality; it must seem active and alive, part of the contemporary scene. A brand’s communications must keep the brand salient and current if the brand is to remain top-of-mind for consumers. One of the most important qualities that people look for in a brand is popularity, even this popularity only extends to their own clique. The use of social media can help a brand seem contemporary and encourage people to talk about it, as long as the brand creates experiences with inherent talka-bility. Communities, offline as well as online, are powerful sources of human connection; however, the choice of communication channels and creative content should be based on and driven by the brand’s meaningful difference. Vitality is also served by maintaining a fresh look and feel to packaging, logo, and communications, though innovation in these areas needs to be balanced by the need to maintain clarity and identity.

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Notes

  1. 2.
    Peter Field, “Account Planners Need to Care More about Share of Voice,” Admap 508 (September 2009): 28–30.Google Scholar
  2. 5.
    Antonio Damasio, The Feeling of What Happens: Body and Emotion in the Making of Consciousness (New York: Harcourt Inc., 1999).Google Scholar

Copyright information

© Nigel Hollis 2013

Authors and Affiliations

  • Nigel Hollis
    • 1
  1. 1.Millward BrownUSA

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