Have you been looking at the core values as expressed by brands lately? I have, for a presentation I did a few months back on corporate speak. It’s an interesting experience. Sustainability is a hot one. Caring. Innovative. Human. The list goes on.

The funny thing is that you find the exact same brand values in banks, pharmaceutical companies, the military industry, telcos and FMCGs, to name just a few. It’s boring and more often than not a lie. It’s also depreciating brands that actually do what they preach. You don’t say what you stand for, you just stand for it and show it. In actions. Branding is about acts and perception, not about slogans. Why are all core brand values so similar and boring? Maybe it’s because the people making them up are boring? [Read more...]