Find Your Brand’s True North

After spending close to two decades working on quick serve restaurant brands Michael Goldberg, Partner/CMO of Deutsch Inc, has some solid insights to share.

I particularly like this selection from his list:

Brand as compass. A brand is not just the sign on the outside of the building. It is also the compass inside the building. It should guide investments, decisions, virtues and values. It should help determine what you serve, who you serve and even when you serve. Chick-Fil-A is a good example of how important this is, whether you agree with them or not.


Of course, I would like it given that Bonehook’s logo can be seen as a compass. In fact, I am in the process of creating a self-promo display ad that will read, “Find your brand’s true north.”

To me, our job as ad men is to reveal our clients’ brand truths in smart, memorable ways that drive sales. It’s that simple, although it is far from simple.

Sadly, what I sometimes see from prospective clients and also when meeting people at cocktail parties, is a concept about what I do that is totally foreign to the one that drives me to get out of bed in the morning. Generally speaking, people believe my job is to dress up a brand, when actually it is to strip it from any and all artifice.

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