Lending out your face and your name

Celebrities do often expand their careers by launching products where their name and their face are important parts of the brand. As long as the celebrity him- or herself is in control of the profiling, everything should be fine. When others take over too much, their personal brands may be threatened. New values may be parts of the profiling.

A clear example of this is when magazines are named after celebrities. Every single article in that magazine will build the brand of the celebrity. In those cases, a very stringent brand manual is essential.

Balancing physical and emotional values

Most brand managers focus a lot on the physical values of a product. Quality, packaging, design - all those are examples of important things in order to convince and keep customers. Managing to reach the expectations of the customers over and over again when it comes to physical values, will keep a business growing.

To grow a strong brand, you also need to nurture some emotional values of the products. Build a positive image which the customers can relate to.

The strongest brands do usually have a clear balance between physical and emotional values.

Arla is one of the strongest brands in Sweden.

From good to great

"Nurture your mind with great thoughts, for you will never go any higher than you think."

Benjamin Israeli