Friday, 4 March 2016

The three rules of brand ethos

When the Prime Minister strayed from a Commons exchange to tell Jeremy Corbyn to do up his tie, it was a rare glimpse of the real David Cameron.

Cameron's image is carefully constructed. The open-necked, sleeves rolled up, call-me-Dave Prime Minister cares little for etiquette and entitlement. This Dave is determinedly classless and a man of the people. But it wasn't the same man casting jibes at the leader of the Labour party. This was Real Dave. Real Dave grew up in a world of shiny shoes, white ties and suits that fit. For a brief moment, the Prime Minister's cover was blown.

Cameron's failure was one of ethos. Ethos describes who we are and what we stand for. In the context of marketing, ethos is the connection between a brand and its audience...