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Brands with Soul

Explore how brands like Apple, Trader Joe's, and Harley-Davidson create deep connections with consumers by embodying clear ideals and fostering a sense of community. This guide examines the essence of a "brand with soul," highlighting Google's innovative mission to make information accessible, and Harley-Davidson's commitment to freedom and individuality. Discover how compelling brand stories resonate with the consumer psyche, the importance of integrity, and the common thread of shared values, all contributing to lasting customer loyalty.

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Brands with Soul

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  1. Brands with Soul

  2. The Golden Circle

  3. By offering MORE than merely superficial product attributes • Brand stories connect with the psyche of the consumer. • Clear definition of ideals • A sense of community How can brands have soul?

  4. Apple • Trader Joes • Ben and Jerry’s • Guinness • Harley Davidson • Google Brands with Soul

  5. Mission statement: to organize the world’s information and make it universally accessible and useful. Why Google has Soul

  6. 1. We want to work with good people • 2. Technology innovation is in our life blood • 3. Working at Google is fun. • 4. Be actively involved • 5. Don’t take success for granted • 6. Do the right thing, don’t be evil • 7. Earn customer loyalty and respect every day. Google’s Core Values

  7. What: We have a computer search engine that prioritizes sites in terms of relevance and popularity. We also have internet advertising and videos. • How: We are the leading experts on computer search and we use technology and expertise to constantly improve our services. • Why: We want to change the world by making information more accessible and useful. Golden Circle of Google

  8. What: We make motorcycles, clothing, and facilitate communities • How: Provide transportation, organize events, inspire dreams • Why: We believe in the American dream of freedom and individualism Harley-Davidson brand has soul

  9. Mission: We ride with our customers and apply this deep connection in every market we serve to create superior value for all our stakeholders. • Vision: We fulfill dreams inspired by the road, fuel passion for freedom in our customers to express their individuality. Clear Definition of Ideals

  10. I believe that intro students can do amazing things • Creative • Professional • Business focused • I believe that education should be inspiring, confidence building, relevant, and fun • I believe that students learn from each other Why this course?

  11. What’s Your Why?

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