DEFINE YOUR BRAND USING THE RIGHT CRITERIA – 3 OBSERVATIONS Steve Jobs once said that a brand is all about values. I would argue that he was on the mark. Values are at the heart of every great brand. Certainly, a big part of branding is aligning the values of the organisation with those of […]

DEFINE YOUR BRAND USING THE RIGHT CRITERIA – 3 OBSERVATIONS Steve Jobs once said that a brand is all about values. I would argue that he was on the mark. Values are at the heart of every great brand. Certainly, a big part of branding is aligning the values of the organisation with those of the primary target market. If the values of the brand and the organisation are aligned, and are seen to be aligned, the business and its products will have gone a long way towards creating a brand that meets the expectations of the primary target market. Few brands in history have worked harder to, or been more successful at, matching the values of the organisation and its products with those of the market, than Apple. Apple values are: Empathy for Customers/Users Aggressiveness/Achievement Positive Social Contribution Innovation/Vision Individual Performance Team Spirit Quality/Excellence Individual Reward Good Management  …