The brand checklist

To conclude on what makes a successful brand: the one and most important characteristic of a successful brand is that all its parts are aligned. What you say is coherent with your actions: Say what you do and do what you say.

I learned a ton about how the world’s oldest and largest consumer goods companies approach brand building, and the rigor that goes into defining a target audience, sharpening a consumer insight, developing a clear and succinct brand strategy, and then using that strategy to guide all communications.