How to live Your Brand i and Win Fans of Customer

Long term consistency of purpose
Successful brands apply a long term sense of purpose, rather than an ever changing cycle of campaigns and positioning statements. This sense of purpose is what drives differentiation--it represents your unique reason to exist; the unique value that you bring and used properly ensures that over time everyone within that organization makes decisions that are consistent with this purpose.

Innovation as a core competence
Within the frame of the purpose for the brand--the core value that the brand brings, successful brands place innovation at the heart of what they do. What uniquely separates these brands is how their innovations are always true to the purpose of their brand. Take Nike+ for example. This isn't just an innovation that anyone could have delivered--it is absolutely tied to the Nike area of purpose around participation and competition.

Culture as decision making filter
When your purpose is clear, and consistent over time, one of the most powerful uses is as a driver of culture. For while your consumer may buy products, services or experiences, it is your people who decide what these should be. In the organizations that are delivering the kinds of brands we want to talk about--those few brands who create compelling experiences, it is clear that the decisions that lead to the experience, are very much focused on what is right for that brand. It is only when every employee can make that designation--whether a decision is right for the brand or not, that you will have the glue that you need