Evolution, Lincoln and Branding

On Darwin’s 200th Anniversary – I’m considering evolution…and since it is also Abe Lincoln’s 200 hundredth Birthday today, I thought it an apt moment to also consider how things have changed since the time of Lincoln.

It’s an inspired occasion to post some quotes from this wise Political leader. Hear what he had to say about business and offer some thoughts.

“Inasmuch as most good things are produced by labor, it follows that all such things of right belong to those whose labor produced them. But it has so happened in all ages of the world that some have labored and others have without labor enjoyed a large proportion of the fruits. This is wrong and should not continue. To secure to each laborer the whole product of his labor, or as nearly as possible, is a worth object of any good government.”

- Abe Lincoln

The pendulum is swinging…It’s pretty clear if you read the headlines: We, as a people, as a country, are starting to think more deeply about economics, the working person, new business models, trading networks, supply chains, barter systems and coops etc.  And this wave of thought combined with the federal stimulus dollars will have a grand effect on businesses, big and small, for decades to come. HOWEVER – The concept of “secure to each laborer the whole product of his labor” leaves little room for capital risk, intellectual property, art, etc. Here is a great quote I recently ran across on this very point from commenter ‘rrsafety.’

“Are we to expect that the guy that works the machine that stamps out DVDs should make more than the screenwriter who writes the movies that end up on the DVD?  Do we expect the guy who runs the DVD machine to make more than the independent producer who risks $10 million of his own to make the movie?”

Valuing of intellectual property is not a new topic. And there are many ways of coming at it. In many ways it’s the art of blending science, intuition and market forces. Regardless – one thing is undeniable: A great brand adds value to a product and is a constellation of many qualities. Brand qualities are often much less tangible then the end product that, in reference to Lincoln’s quote, “labor has produced.”

Yes, a great product is base line. A great product is the price of entry. There are very few second chances when it comes to first impressions, etc., but the value of a brand lies in offering something extra, “that something” above and beyond the product itself, even if it is a commodity.

What Makes a Great Brand

When a product or service engages and offers something extra, “that something” above and beyond the product itself – it is at that exact point where a brand begins to emerge – the moment where ones emotions are engaged. Great brands engage, add value and whether they know it or not, create a relationship. I much prefer to buy an Apple computer, drive my Mini Cooper and drink my Starbucks than even consider a Dell, a Chevy Impala or a latte from the local gas station’s coffee vending machine.

Brands (or more preciously the business and people behind the brands) need to understand their consumers better – know where they are economically and psychologically and make sure to get and remain relevant, engaging, and more then ever – add value / bring value to their consumers. It’s a respect thing too.

A great brand is one that you can trust, empathize with and know what to expect from. Sometimes that may even mean the unexpected. It makes you feel good. It is consistent and reliable, and demonstrates its value by treating you with respect. A brand also conveys or bestows a certain status that is aspirational. The question of what is aspirational, changes as society and the market evolves, and so should a brand. Just a few months ago brands that conveyed wealth, power and luxury were still in vogue, today there is a drive towards living smarter, within one’s means and more conscientiously.

“If I had eight hours to chop down a tree, I’d spend six hours sharpening my ax.”

- Abe Lincoln

If you are going to build a brand, invest the time to do it right. Work with people who understand that a brand proposition is more than any one thing: more than a product, a logo or graphic, more than an idea or strategy, goes beyond a social media application or physical environment. A brand is an integration of all these things and much, much more. Develop a Brand Platform and you will have a strong foundation to build from.

Tags: Abraham Lincoln, Brand Platform, Branding, Charles Darwin.