ABSTRACT
When consumers select a few images from hundreds, people should listen carefully. The few images were selected because they tie to important consumer values. Strategy is almost exclusively expressed in words. And that is unfortunate because strategy excludes the insight into tacit knowledge that imagery is uniquely capable of providing. There is a tendency when a new marketing team takes over a brand; they want to put their own stamp on it, often wanting to redo everything. Core brand values should stand the test of time. MasterCard was the mainstream leader of the mass credit card market with the tagline: “So Worldly. So Welcome.” The message: the card is accepted everywhere and the card holder are esteemed as a worldly person. Cross-functional teams supported by senior management are the best way to go on the brand building journey. A company needs to hire and promote people skilled with the talent to uncover insights and translate into brand concepts.
