Stop Listening to the Customer. Build Brands That Last Forever.

In a world of constant disruption, how do you build brands that last forever? The answer may surprise you. The world’s strongest brands don’t listen to the customer: they ensure feedback doesn’t throw them off course. They create a purpose so clear and ritualised that consumers can’t ignore it and employees can’t dilute it. Forever brands don’t put the consumer at the heart of the business – they put the brand. When a brand is powerful, clear and ritualised, creativity shifts from advertising to the entity itself, reducing, if not eliminating, the need to advertise.

• Why will listening to the customer homogenise and devalue your brand?
• How do you build a brand though rituals, processes and mechanics?
• How do you build a brand with assets that you own first, so you have to spend less money buying other people’s media?