Had a coffee with John Grant last week to talk about his new book, The Brand Innovation Manifesto. He was even kind enough to give a pack of Brand Tarot cards, which I will test run and report back on.
(See previous post)
Having flicked through the book though, the tarot idea was not what grabbed me most (good as it is). Because it reflects something I've been thinking for some while now, I found John's Brand Molecule concept more interesting. Somewhat counter to the orthodox view that sees consistency as key (in a narrow, limited way), this model reflects the complexity (and messiness) at the heart of potent brands.
It sees brands as a collection of linked 'molecules' (hence the name), some of which may seem at odds with each other, but which, when taken as a whole, make sense and feel 'right' (like people really: each of us is a bunch of contradictions which somehow all seem to hang together).
Anyway, I think it's a very useful way of looking at things. An example I always use is Jack Daniels: on the one hand you have the JD of the ads (all authenticity and craftsmanship); on the other you have the JD of rock stars swilling it on stage, hell's angels etc. Which can feel like two very different brands fighting with each other (which, in my younger, more purist days, is what I used to say).
Alternatively, you ask what the workers at the distillery do when they knock off of an evening: they probably jump on their Hog, hit the local bar, listen to some greasy rock 'n' roll, shoot pool, get drunk, have a fight (by the way, this is only an analogy and not necessarily true, before anyone in Lynchburg sues!!)...which isn't a million miles away from the 'other' JD brand. They're just two of the molecules that go to make up the whole brand.
Another example? Levis. On the one hand, they're all trendy, fashionable ads. On the other they are all authenticity. See the letters on their website. Here's one from Clint...
But these different molecules still make sense as part of the overall Levis brand.
Basically, it just shows that consistency doesn't have to equate to uniformity. And it makes for a good exercise to do with clients when they're looking for a 'one size fits all' approach to branding.
