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BE Brands by Simon Hammond

BE Brands

by Simon Hammond

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Recently added byJawin



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BE Branding is a new way forward for brands struggling to get noticed in an ever more crowded marketplace.

BE Branding is based on a simple belief - that, to become a brand that is truly relevant to increasingly cynical, advertising literate consumers, companies can no longer afford to simply say they represent something, they have to BE that something. BE Branding helps brands provide genuine meaning to their customers - and allows them to avoid the commodity trap.

It’s the brainchild of Australian brand expert Simon Hammond.

Since its inception in 2000, The BE BRAND approach to business has transformed some of Australia’s biggest brands. Hammond suggests Australian business is lacking strong belief systems, leaving employees direction-less and without purpose.

Hammond poses that the biggest single opportunity for business in the first decade of the 21st century is to return to BEliefs. From the emergence of VirginBlue to the resurgence of Sportsgirl, to the ongoing success of brands such as BodyShop, Mambo and Australian Geographic, beliefs remain the clear point of difference at a time when the rational world is fast turning humans into over rational robots. If the set beliefs are relevant enough and emotive enough, people will demand to BElong. Not just internally, but externally, with unprecedented and irrational brand loyalty.

The BE Branding philosophy is helping change the culture of brands - giving staff a reason to re-engage and consumers the opportunity to re-consider.

This was a most interesting read - and there's a lot here I'll be applying in my own business. ( )
  Jawin | Jun 24, 2007 |
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"In this powerful new blueprint for the future of customer-centric businesses, Australia's foremost creative brand thinker, Simon Hammond, uses popular culture observations, consumer behaviour insights and twenty years practical experience working with top brands to suggest a simple but bold new way for creating great brands. Brands that excite and connect with people. Brands that become the new heroes in everyday life. The bottom line is clear - businesses must stop saying what they are and start BEing something customers want. This is where BE branding comes in - a three-step philosophy that can radically change the future for companies, products and even people. BE brands are brands with BElief that consumers want to BElong to and that bring about wonderful, loyal, emotional BEhaviour. Best of all, Hammond not only reveals the easy three-step BE guide for business transformation, but he also names Australia's tiop twenty brands, exposing what you can learn from these powerhouses." -- back cover.… (more)

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