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Brand New Rules Panel, Open for Debate – Question 3: Think Warren Buffett

At this years PSFK Conference NYC, I moderated the panel ‘Brand New Rules’, a discussion about whether new rules are needed to govern the behavior...

Gill Linton
Gill Linton on June 3, 2009.

At this years PSFK Conference NYC, I moderated the panel ‘Brand New Rules’, a discussion about whether new rules are needed to govern the behavior of brands in a world increasingly defined by changing social, cultural, technological and economic forces.

Which got me thinking. Hasn’t it always been the role of brands to break rules and create new ones?

And doesn’t that come from brand strategy ideas that create change in culture?

Is ‘new’ just another way of saying ‘good’?

I think we’d all agree that there’s no shortage of good creative thinking in our industry. So why is it often difficult to make good ideas happen?

The role of a brand is to invent new possibilities, so setting rules might seem counter-intuitive, but perhaps there are new practices we need to put in place to put more creativity into ‘creative strategy’.

With our panelists Paul Worthington, (Wolff Ollins), Paul M Taylor (Diageo), Maria Vrachnos (Peep Insights), and Doug Jaeger (thehappycorp/Art Directors Club), we started to debate what these brand new rules might be, and now we’d like to hear what you think.

Everyday this week, for 4 days we’ll be posting a new question for you to debate. Rupert Newton, (the other half of The Joneses) and myself will be weighing in and guiding the discussions, until we have 4 ‘Brand New Rules’.

(Catch up with the conversation around question 1 here, and question 2 here.)

Question 3.

Value Investing (think Warren Buffett) is the surest way to long-term financial security, our job is to create that value for our clients, and the economy as a whole. Long-term value is created by conveying a strategic brand idea over time; the higher purpose of the business that stimulates new behavior, versus visual mnemonics and speculative marketing tactics.

In a world of businesses like Zappo’s and Google do you need a strategic brand idea to be highly successful?

Share your ideas in the comments section below.

Thinking...