Intelligent asphalt, tinkling pianos and humanability. Welcome to branding in 2019. But in retrospect I am starting to think Verizon may be on to something. I’m clearly not going to defend the company’s idiotic brand purpose but it does have one valuable advantage. Because its purpose is, quite literally, nonsense there is no way that anyone can accuse Verizon of being inconsistent to it in the future.

How do you not deliver on humanability? It’s like accusing my daughter’s imaginary friend of being ugly or getting angry because the way the dragons fly in Game of Thrones is unrealistic. When you make stuff up, you can’t be held accountable.

But for other purposeful brands who have opted for actual words over nonsense there is the very real risk of falling foul of the ancient error of brand inconsistency. In the barrage of conference speeches and impassioned articles about brand purpose there has been little discussion of the ability of brands to actually deliver on their stated purpose.

Sourced through Scoop.it from: www.marketingweek.com