branding in the 21st century

Jack Blog

August 3rd, 2012 By Jack Morton


Forrester research’s new report on “Brand building in the 21st Century” confirms what we’ve long known – the path to brand success begins by thinking of your brand as a verb. It’s what you do (not what you say), that matters.

Our own best experience brands research steered marketers to many of the same conclusions – especially around the benefits that accrue to a brand that DOES more than it SAYS. Greater willingness to pay a premium, higher likelihood to buy, greater loyalty – all spoils available to brands willing to do what it takes to establish credibility, uniqueness and relevance.

So next time you’re think about telling people what your brand is all about (even your own personal brand), consider creative ways you might show them instead. You’ll be glad you did.