Rule 1: The customer is not in charge and companies are

more empowered too

While obviously consumers are more empowered, they are not the ones in charge.
Consumers already have many other things going on in their lives they want to
spend time on their friends, family, own jobs and not take over the role of being a
brand manager for Brand X. Yes, certain consumers will want to be more involved,
but the fact of the matter is that its only some of the people with some of the
brands and even then, only some of the time. Brands shouldnt forget that
technology is empowering companies as much as it is empowering consumers.
Rule 2: Simplify but dont oversimplify
One word brand essences are very much in vogue, but Prof. Keller warns against
such oversimplifying. As he explains, one word brand essences do not provide
enough guard rails. While the intent of such purity of purpose is good and noble, it
doesnt reflect the complexity and offerings of the brand. A better practice would
be devloping3-5 unique points-of-difference and establish 2-4 shared points-ofparity. If brevity is the goal, a better alternative is a brand mantra thats a short 3to-5 word phrase that captures the irrefutable essence or spirit of the brand.
Rule 3: Storytelling is nice but great products and services
are better
Even more popular in marketing circles today is the use of storytelling. There is no
doubt that storytelling is powerful and, to a degree, necessary. However, stories
cannot substitute for great products and services. What storytelling can do is pull
together various aspects of a brand and provide an appealing brand backdrop.
That still does not change the fact that the strongest brands are rooted in product
performance. For those who argue its hard to differentiate, Prof. Keller warns it
could be a self-fulfilling. Brands should remember that there are many means of
product and service differentiation. Brands need to stay innovative and relevant
in product and service development.
Rule 4: There is no silver bullet mix and match around a
brand promise
Brands benefit from a range of marketing activities and the smart ones develop
fully integrated channel and communication strategies. A mix & match strategy
will optimally blend strengths and weaknesses. The strongest brands pull
together traditional, mass media communications with online, interactive
communications, and without neglecting real-world, experiential communications

and manages to harness mobile, interactive communications in one, blended

whole that reinforces the promise of the brand.
Rule 5: Too much change or not enough change is deadly strike the right balance
between continuity and change
This rule might be the hardest rule. It is too easy to go towards one side and not
change at all and become a Kodak. Alternately, some brands end up yo-yo-ing
back and forth too often, like the Gap. You need to manage brands for the longrun and avoid death by a thousand cuts from over-exposing, over-extending, overmodernizing, over-discounting. Brands need to be respected but also grown to
reach its potential.