Bipolar Brands


I say bipolar brands and you say “not good.” While doing discovery on a branding assignment, I ladder down to a few key care-abouts and good-ats. But the big money is in getting to one. 

Who would start a business with a product or service that was only good at one thing? 

I once walked into the corporate headquarters of recruiting giant Adecco, an advertising client, and on the reception room wall was a huge canvas touting 40 mission words. My head spun. It was amazing we got an ad approved.

Brand strategy is an organizing principle anchored to an idea. A single idea. Bipolar brands, tripolar brands, quadripolar brands don’t have an idea.

Staking your claim to an idea is freeing. Cathartic. A big exhale moment.

What’s your brand idea. What’s the idea?