Brand New by G. Michael Maddock and Luisa C. Uriarte

Last updated: Sep 21, 2023

Summary of Brand New by G. Michael Maddock and Luisa C. Uriarte

1. The Power of Purpose

One of the key takeaways from the book "Brand New" is the importance of having a clear purpose for your brand. The authors emphasize that purpose is not just a nice-to-have, but a critical driver of success. They argue that purpose-driven brands are more likely to attract loyal customers, engage employees, and differentiate themselves in the market.

The book provides several examples of companies that have successfully leveraged their purpose to build strong brands. For instance, Patagonia's purpose of "using business to inspire and implement solutions to the environmental crisis" has not only helped them attract environmentally conscious customers but has also motivated their employees to work towards a common goal. The authors also highlight the importance of aligning purpose with action, as customers are increasingly demanding authenticity and transparency from brands.

2. Embracing Failure as a Learning Opportunity

"Brand New" challenges the traditional notion of failure and encourages readers to embrace it as a valuable learning opportunity. The authors argue that failure is an essential part of the innovation process and should be celebrated rather than feared. They emphasize that successful brands are those that are willing to take risks, experiment, and learn from their failures.

The book provides examples of companies that have embraced failure and used it to fuel their success. For instance, the authors discuss how Netflix initially failed with their DVD-by-mail business model but quickly adapted and pivoted to a streaming model, which ultimately revolutionized the entertainment industry. The authors also provide practical advice on how to create a culture that embraces failure, such as encouraging experimentation, providing psychological safety, and rewarding learning rather than just outcomes.

3. The Importance of Customer Co-Creation

"Brand New" emphasizes the power of involving customers in the brand creation process. The authors argue that customers are no longer passive recipients of marketing messages but active participants who want to co-create and shape the brands they engage with. They highlight the importance of listening to customers, involving them in product development, and co-creating experiences that meet their needs and desires.

The book provides examples of companies that have successfully embraced customer co-creation. For instance, LEGO's "LEGO Ideas" platform allows customers to submit their own designs for new LEGO sets, and if they receive enough support from the community, LEGO will produce and sell those sets. This not only engages customers but also helps LEGO tap into the creativity and passion of their fan base. The authors also provide practical tips on how to involve customers in the co-creation process, such as conducting customer research, creating feedback loops, and leveraging technology to facilitate collaboration.

4. The Power of Storytelling

"Brand New" highlights the importance of storytelling in building strong brands. The authors argue that stories have the power to create emotional connections, engage customers, and differentiate brands in a crowded marketplace. They emphasize that brands need to go beyond product features and benefits and instead focus on telling compelling stories that resonate with their target audience.

The book provides examples of companies that have successfully used storytelling to build their brands. For instance, Airbnb's "Belong Anywhere" campaign tells the stories of real people and their unique travel experiences, creating a sense of belonging and adventure. The authors also provide practical advice on how to craft effective brand stories, such as understanding your audience, identifying key themes and messages, and leveraging different storytelling mediums.

5. The Role of Design in Branding

"Brand New" emphasizes the importance of design in building strong brands. The authors argue that design is not just about aesthetics but a strategic tool that can help differentiate brands, communicate their values, and create memorable experiences for customers.

The book provides examples of companies that have successfully leveraged design to build their brands. For instance, Apple's iconic product design has become synonymous with simplicity, elegance, and innovation. The authors also provide practical tips on how to incorporate design thinking into the branding process, such as conducting design audits, involving designers early on, and using design to create a consistent and cohesive brand experience.

6. The Need for Continuous Innovation

"Brand New" emphasizes the importance of continuous innovation in today's rapidly changing business landscape. The authors argue that brands need to constantly evolve and adapt to stay relevant and competitive. They highlight the dangers of complacency and the need for a culture of innovation.

The book provides examples of companies that have successfully embraced continuous innovation. For instance, Amazon's relentless focus on innovation has allowed them to disrupt multiple industries and constantly stay ahead of the competition. The authors also provide practical advice on how to foster a culture of innovation, such as encouraging experimentation, embracing diversity of thought, and creating a safe space for ideas.

7. The Power of Collaboration

"Brand New" emphasizes the power of collaboration in building strong brands. The authors argue that brands cannot succeed in isolation but need to collaborate with partners, customers, and even competitors to create value and drive innovation.

The book provides examples of companies that have successfully embraced collaboration. For instance, Nike's collaboration with Apple to create the Nike+ running platform not only enhanced the customer experience but also helped both companies tap into new markets. The authors also provide practical tips on how to foster collaboration, such as building strong relationships, leveraging shared values and goals, and embracing open innovation.

8. The Importance of Authenticity

"Brand New" highlights the importance of authenticity in building strong brands. The authors argue that customers are increasingly demanding transparency, honesty, and authenticity from brands. They emphasize the need for brands to be true to their values, deliver on their promises, and build genuine connections with their customers.

The book provides examples of companies that have successfully built authentic brands. For instance, Dove's "Real Beauty" campaign challenges traditional beauty standards and celebrates diversity, resonating with customers who are tired of unrealistic portrayals of beauty. The authors also provide practical advice on how to build authenticity, such as being transparent, engaging in purpose-driven marketing, and fostering a culture of integrity.

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