I'm always on the look-out for new and different definitions of a brand promise, brand manifesto, brand pillars, etc. I love seeing how these morph and customize into tools for a brand. Its great to see how big and small brands interpret and define some of their core ethos- sometimes getting a little sloppy or strangely crazy.
I've stumbled on this great new blog that does a great job putting a stake in the ground, tackling some big questions on their blog:www.blackcoffee.com/blog
Articles include:
1 Option Paralysis: what happens when consumers are faced with too many options?
2 Brand and Multipliers: branding as multiplication, and not addition.
3 A Product is NOT a Brand: how having a great product is no longer a guarantee of success.