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Getting Beyond Better: How to Build Great Brands
By: Emory Brown
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I used to think a great campaign was all it took to make a great brand. Hey, don’t judge; I was a young ad kid that was on some schoolboy sh*t. As one of my professors told me (after my second year out of school, when I showed him my book), “It’s time to get off the schoolboy sh*t.” He was referring to my fully integrated Trojans condom campaign that featured some of my favorite Playboy bunnies.

I thought I knew it all. But I realized at that moment that I was just starting. When you’re starting a new company that needs to establish its brand presence in the marketplace, it’s not just about getting better at what you’re not good at. It’s about becoming great at every level of your organization so your customers will consider you a great brand.

Branding, in most circles, is always thought of as a logo. A business card. A website. Etc., etc. It is actually much deeper for an organization, especially a new one. It’s about getting beneath the brand. What is the soul of your organization? What do you want to do to change the world? How do you want to better your community? What are you all about? What do you and your team stand for?

Google’s motto is “Do no evil.” Interesting. All the good they have done for the world, from search to education to robotics to Google not-for-profits, has helped Google build a world-renowned brand. A world-respected brand that is changing the way that we do business, interact, and see the world.

Walmart was a startup brand that wanted to help people who were less fortunate afford the things that more fortunate people could. From Bentonville, Arkansas, a legend was born. Walmart has given people around the world jobs, has helped Christmas become attainable for single parents, and this year also gave $1 billion in raises to their employees. All of it sprung from the simple desire to make sure others could participate in the what the world of products had to offer.

In the Bible, there is a verse — Matthew 7:12 — where Jesus says, “Therefore all things whatsoever ye would that men should do to you, do ye even so to them: for this is the law and the prophets.” If you’re working as a consultant for a startup or are the head of a startup, remember the sentiment of this verse and the power that lies in doing good.

The truth is, no one can have all the clients, but you can create an organization that isn’t focused on doing better than the competition. You can create a brand that is known for doing great things.

A great brand isn’t merely a logo. A great brand is the people who allow the logo to personify the values and beliefs that they share with the world.


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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