The 14 New Rules of Brand Strategy

Six years ago, I shared my 16 Rules of Brand Strategy, a list of tenets to build or test your company’s strategy. That article went viral and is still referenced today more than any of my other pieces. But consumers and culture have changed a great deal, so it’s time to write some new rules. Consider the original 16 rules to be the cost of entry. They are now the baseline requirement for brand building. This new and revamped list is how you build on that foundation and level up to greatness. You will quickly see that these rules are not only valuable for brands but can (and should) inform product, UX, sales, marketing, PR, HR and nearly every other business activity. Rebranding the product puts you in a consideration set with other products, but rebranding the problem can put you in a consideration set of one. EVRYMAN reframed the problem of therapy from “finding yourself” to “creating yourself” before they positioned their product. Cofertility rebranded the problem of fertility from “

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• Jesse Lee