Scott Bedbury, Marketing Head at Starbucks (he was also behind Nike’s Just Do It) gives his eight-point list on what great brands do in this Fast Company article:

1. Great brands are in it for the long haul. Take a long term approach to brands, not short term hit-and-run tactics.

2. A great brand can be anything. As mundane as coffee. Or Intel. Very few people understand the role of processors in computers; but they want Intel inside.

3. A great brand knows itself. It knows where to extend and where not to.

4. A great brand invents or reinvents an entire category. Perhaps the most IMPORTANT point made by him.

5. A great brand taps into emotions.

6. A great brand is a story that’s never completely told. A brand is a metaphorical story that’s evolving all the time.

7. A great brand has design consistency. See Nike, BMW, Apple and you will see consistency in design.

8. A great brand is relevant. Don’t try to be cool just for the sake of it.

The attached article in Fast Company details out his eight points.

Read the article here

Visual courtesy : https://www.flickr.com/photos/pgneto/