The 10 Commandments Of Future Brands

There’s a couple of things I demand from brands that make it all the way into my life. It’s really not that hard. It’s just about being prepared to sacrifice your life for what you believe in!

A Tweaked Moses with the Ten Commandments by Philippe de Champaigne 1648 from Freechristimages

Here are the 10 commandments of future brands

1. State a higher cause.

People follow brands just like we follow other people. State your mission and you will have people following you. The higher the cause the higher the prize. We will buy your products and services but now we’re in it for something else. Something that will last. This way you’ll ensure we’ll get through the good times and the bad.

2. Impress us with your miracles.

Me and most people grow tired quickly. Constantly surprise us without loosing your soul. In every relationship it’s about surprising people while staying true to your cause, your soul. The same goes for brands. You’ll be surprised how much you’ll gain from innovation. As long as you remain the same old brand you can expect loyalty from us.

3. Bring a smile to our faces every time we meet.

Someone once said “Smiling is good for you” and I can’t do anything but agree. A smile is the gift of gods, never forget that!

4. Tell us stories.

We’re still the same old half monkeys that used to sit by the camp fire and tell stories. It’s in our blood. Start telling them to us and we’ll move into a state of hypnosis. Once we wake up it’s to late – we’re hooked.

And remember! We’re living in the viral times. Whatever kinda shit you put together. Make sure it got wings. If I wanna show you of to my friends. Equip me with a rocket, some gas and a box of matches. I’ll put the whole universe on fire for you if you let me.

5. Wearing your mark of excellence is our badge of identification.

You might think you’re taking risks while developing your product and services. But hey! Think about us. We might be wearing those pants of yours in front of our friends. I might be taking my girl out for a date in the car you’re making. You better make people go wow when they see us!

6. Be true to your heritage – and if you haven’t got any, start building.

10% of what I’m paying for is your product or service. 90% of it is authenticity. Where do you come from. What gives you the right to do what you do.

7. Treat every possible interaction with us as your last chance to impress us.

There’s simply no reason not to treat every single interaction point as extremely important. What does it all do and how does it support your brand. Every pen. Every business card. Every phone. Every print ad. Every website. Every invoice. Every press release. Every board member. Every TVC. Every event. Every point of sale interaction. Every form. Every coffee machine. Every sales person. EVERYTHING matters!

8. Don’t copy others – build your own religion.

I sort of like cats even though I spit three times when I see a black one crossing the roads. But I fuck’n hate copycats. People love people taking risks. Sometimes you will fall down hard. But falling down teaches you how to avoid falling down again. Never falling down won’t teach you anything! Earning followers is about making sacrifices.

9. Be passionate about what you do.

I wouldn’t expect anything else from someone I love. Would you?

10. Save the world as we know it!

Sustainability. It’s just something we all will expect from strong brands and leaders. Sooner than later.

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • http://twitter.com/KikkiHogberg Kikki Högberg

    Mycket bra – helt enkelt!

  • http://www.ronnestam.com/ Johan Ronnestam

    Stort tack :D

  • http://www.nolingo.se/ nolingo

    Easy to say, hard to do, and almost impossible to achive but certainly nessesary in order not only to survive but to kick ass in this competive world of brands. Great post! /P

  • fredrikjohnsson

    Well written Johan!

  • http://fintsomsnus.com JonathanForster

    Hej Johan, been following the blog for a while now but after a few cracking recent posts this one nudged me away from Google Reader to leave a comment saying thanks – love the commandments, very inspirational stuff!

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  • http://www.ronnestam.com/ Johan Ronnestam

    More people should do what you did Jonathan. Thanks for waving your flag!

  • http://www.ronnestam.com/ Johan Ronnestam

    Danke!

  • http://bjornalberts.com Björn Alberts

    Hej kompis, nu är du rakt på bollen igen!
    Här ska byggas varumärken!
    Bra!

  • http://www.ronnestam.com/ Johan Ronnestam

    Danke schöön gamle vän :)

  • galveston

    Kollade den snygga illustrationen, men du har råkat få nummer 6-10 på båda sidorna

  • http://www.firstfound-blog.co.uk Andy @ FirstFound

    Excellent post! Number 9 is key for any brand, anywhere at any time. And number 7 should be a rule for everyone to live their life by.

  • eminenz
  • http://dbbradle.wordpress.com/ dbbradle

    These commandments need to be spread across the web. Brilliant, I say. I love that you've included making people smile as a commandment – so important.

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  • Pia Dahlén

    Inspired by the commandments. Love the quote that you “sort of like cats, but hate copycats”… And I smile!

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  • http://twitter.com/shopperinsthlm shopperinsthlm

    great passion in these commandments! authenticity in a large company is a challenge!

  • http://www.ronnestam.com/ Johan Ronnestam

    Maybe I should put together 'Best of' with qoutes ;)

  • http://netsky.se Anette Gustafsson

    Me likes!

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  • http://www.seoconsult.co.uk Jack

    These all commandments are just wow..
    Great Johan

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  • http://www.reklambikten.se Reklamsyndaren

    Amen to that!

  • http://www.searchengineoptimisation.com Phil

    i like ” Don’t copy others – build your own religion.” thats what will make them unique concepts

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  • http://www.seotescil.com seotescil

    thenks kikki very nice

  • Nandhini M

    Hi great post, can’t help saying this http://www.paradox.co.in/