Am I the only person who has seen absolutely no value whatsoever come from brand values? Perhaps they add value internally, but I personally have NEVER seen any clarity, simplicity, richness, help or stimulation come from knowing what a brand's particular values are. On the contrary, they have simply served to confuse, upset, complicate and terrify me, following me around like the grim fucking reaper of marketing wherever I work.
I feel shackled by values. I look at a list of 'values' - some nouns, some adjectives, some god knows what, all completely and utterly generic and conflicting - and feel the nausea rising up within. Come near me with your pointless words 'pioneering', 'reliable' and 'community' and I fear we will no longer be friends.
Didn't know you had guest bloggers here. No swearing and reasoned argument. It will never catch on you know. It's so not on brand.
Posted by: John | December 08, 2008 at 10:26 PM
Hey, brand values are proof that God intended consultants to drive Porches.
Hospitals seem to be the latest branding consultants' target. Every one has the same "Mission, vision, values" statement on prominent display - a bargain at $250,000. "We are passionate about providing world class healthcare services...blah, blah" Without this phenomenal insight I suppose they were shambling along offering up leeches and mustard compresses to all and sundry.
Posted by: Simon | December 08, 2008 at 11:33 PM
Sorry to disappoint John.
Mustard compresses - those were the days. I'm pleased by your fellow cynicism Simon, thank you.
Posted by: Angus | December 09, 2008 at 07:59 PM
A value isn't a value until the entity loses money over it. There ya go. More posts like this please.
Posted by: Charles | December 11, 2008 at 09:45 AM
This is a toptastic post ... I absolutely love it.
Of course I don't agree with it entirely because a company with real values [ie: 1 in a million] will demonstrate their philosophies quietly through their actions [or in certain circumstances, by what they DON'T do] rather than sticking up a big bloody ad saying LOOK AT US, WE'RE LIVING OUR VALUES ... but interms of a lot of the bollocks being spouted by a lot of adland/corporateland and pretty much everyone inbetween, I'm with you.
Then there's mission statements.
DO NOT GET ME STARTED ON MISSION STATEMENTS.
Posted by: Rob @ Cynic | December 11, 2008 at 12:12 PM
Thanks guys, appreciate the encouragement.
And yeah, I'm with you on mission statements Rob. So much to criticise in corporateland, so little time...
Posted by: Angus | December 12, 2008 at 07:08 PM