13 Resolutions for Brand Leaders in 2022

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As per tradition, here’s my ever-evolving list of annual resolutions for principled, ambitious brand leaders.

My hope is that it will help guide your success in 2022 and beyond.

1

I will keep two things front and center: The people we exist to serve, and the change we will create for them.

2

I will be a generous marketer. Yes, at some point we must ask for the order. But we have to earn that right. If in doubt, I will do more giving and less asking.

3

I will craft a brand positioning statement that clearly defines our Who (the people we serve), our How (our meaningful difference) and our Why (the benefit we create).

4

I will approach strategy as an integrated set of choices for winning. I will diagnose where we are, define where we want to be, and make clear, credible choices to bridge the gap.

5

I will clearly define all other elements of brand guidance, including mission, values, personality, voice, messaging and visual identity. Great brands are consistent, and consistency starts with a strong core.

6

I will remember that what we do matters far more than what we say. If we do something meaningful, we’ll have a story worth telling.

7

I will be focused, disciplined and creative. I will do a few things very well instead of many things at parity. I will stay the course. I will do what my competitors can’t or won’t do.

8

I won’t waste one minute trying to please everyone, because what we do isn’t for “everyone.”

9

I will recognize that internal victories precede external ones. The unified intent of our team is one of my most important concerns.

10

I will remember that culture beats strategy – but it’s not an either/or.

11

I will treat my consumers with the respect they deserve. I will extend this same respect to my co-workers and partners.

12

I will ask more questions, listen more, read more and learn more.

13

I will use my brand as a force for good – to make the world a better place in some way.

What would you add to this list?

Here’s to creating more meaning, value and joy in 2022!

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About Matthew Fenton: Matthew is a former CMO who helps brands to focus, stand out and grow. Since founding his consultancy, Three Deuce Branding, in 1997, he’s helped hundreds of brands to achieve “brand clarity.” His consulting services and speaking engagements help brands to focus on what matters through positioning, strategy and ideation. Contact Matthew here. He’s based near Portland, in Oregon wine country.

May 19, 2021February 8, 2024

How Peloton Changed Me From Evangelist to Disgruntled: Brief Lessons in Bad Decision-Making

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“If the big boys are doing it, it must be working.”
~ a former boss, who could not have been more wrong on this point

It hasn’t been the best few weeks for Peloton.

There was the treadmill recall in the first week of May. That’s been covered elsewhere, but suffice to say Peloton’s response was not what it should have been.

I’m not here to dogpile on that, though incidents like this do make one question one’s loyalty.

Meanwhile, Peloton has also made some inexplicable changes to its user experience – and, in particular, the Peloton scenic rides that were the favorites of many members, myself included.

November 27, 2020February 8, 2024

“We Hired Your Brain, Not Your Ass”

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“We hired your brain, not your ass.”

I received these words of wisdom from one of my first bosses, half a lifetime ago.

It’s one of my all-time favorite quotes. It (usually) brings a chuckle, but it also delivers a solid point in only seven words.

It’s a reminder that whatever it is you’re being paid to do, it’s not to just fill a chair. So bring your best every day. Own your area fully. Be a reliable contributor to the conversations happening a level or two up. Challenge the orthodoxy when it needs to be challenged. And engage the most powerful asset you have: The point of view created by your unique collection of experiences.

And if you’re managing others: Make room for the above to happen. Remove obstacles wherever you can. Let your team know that you want more from them than to merely parrot your opinions. Don’t punish them for challenging sacred cows. Seek to develop your people into not just doers, but thinkers.

The longer I do this branding & business thing, the more I realize: Surrounding yourself with the right hearts & minds makes all the difference. And there’s no substitute for a team of people who are truly invested.

If you enjoyed this post, please:

1. Share with at least one person (or use the share buttons)
2. Sign up for our newsletter, That Branding Thing
3. Find me on Twitter or LinkedIn

November 20, 2020February 8, 2024

What “The Biggest Bluff” Can Teach You About Strategy

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“The Biggest Bluff: How I Learned to Pay Attention, Master Myself, and Win” will be on my list of the best books I read in 2020. It’s a layered story, compelling and well-told.

Written by Maria Konnikova, a Ph. D. in psychology and a contributing writer to the New Yorker, “The Biggest Bluff” details the year she spent learning to play poker, starting as a complete novice. I won’t spoil the ending, but it goes pretty well for her.

October 13, 2020February 8, 2024

Brand Differentiation: Ten Traps to Avoid

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In my last post, I proposed five principles of brand differentiation:

The goal is not “difference.” The goal is value and meaning.
Differentiation is not something you find. It’s something you create.
In branding, as in life, what we do matters more than what we say.
“Best” is relative.
Be precise with your Who. Be creative with your How.

These are the starting points. But if you’ve ever attempted to cut your own hair during a pandemic – speaking hypothetically, of course! – you know there can be a huge gap between “best intentions” and “end result.” Things go wrong along the way.

The same goes for brand differentiation. There’s the moment of inspiration, and then there’s all the hard work that comes after it.

August 26, 2020February 8, 2024

Five Principles for Creating Brand Difference

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Harvard’s Michael Porter famously said that there are exactly two ways to compete: Cost leadership and differentiation.

Are you Walmart or Amazon? No? Then differentiation seems like the way to go.

Practical example: If you own an independent flooring store, and a Home Depot opens up half a mile away, do you really think you’re going to beat them on price? Time to start thinking about playing a game you can win.

The trouble is, many products, services and brands have no real point of difference. Which means they’re in trouble. If you’re not different, you’re dying.

So here are five “first principles” – mindset, not tactics – to help you stand out:

July 29, 2020February 8, 2024

P.S. I Didn’t Take the Gig.

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A few years back, I received an inquiry from a large company – one that’s advertised in the Super Bowl.

They wanted me to…

July 9, 2020February 8, 2024

Act With Purpose: Four Factors for Making a Difference

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Last week, I shared five reasons why I’m at odds with the “Change or die!” fear-mongers. Today I offer an alternate (and calmer) approach: “Act with purpose.”

I’ll begin with another rebuttal to “Change or die”: We’re already changing, without anyone shouting at us to do so. As people, as teams, as organizations, we’re changing all the time.

Any time we adopt a new habit, launch a new product, or add even one new team member, we’re changing. But change can be intentional or unintentional. So the operative question is this:

July 1, 2020February 28, 2024