{"id":686,"date":"2021-04-27T08:00:12","date_gmt":"2021-04-27T12:00:12","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/04\/27\/to-understand-good-brand-strategy-look-to-the-stock-market\/"},"modified":"2021-04-27T08:00:12","modified_gmt":"2021-04-27T12:00:12","slug":"to-understand-good-brand-strategy-look-to-the-stock-market","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/to-understand-good-brand-strategy-look-to-the-stock-market\/686\/","title":{"rendered":"To Understand Good Brand Strategy, Look To The Stock Market"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Tom Callard, Chief Strategy Officer, BBH NY<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Investing in stocks, I recently found out, is hard. The silver lining to my failed day trading career is that I realized there are some striking overlaps between investing and brand strategy.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Determining altitude<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">With both stocks and brands, there is a question of altitude. You\u2019re attempting to discern at what point you should exit.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For brands, this comes into play when you\u2019re deciding how high to elevate your purpose. You\u2019re striking a balance between landing at a point that is too low to be inspiring, and a point that is so high-minded that it is <a href=\"https:\/\/www.youtube.com\/watch?v=imUigBNF-TE\">spoofed<\/a> by SNL. We\u2019ve all reached that point where we\u2019ve convinced ourselves that fast food is actually about authentic connection in a time of disconnection.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a strategy truism that if you ladder the benefits up high enough from any product, you end up with enlightenment. Shampoo becomes head happiness, which becomes confidence, which ends up at enlightenment. With cars you go from machinery to travel to freedom to, you guessed it, enlightenment.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">Brands, like stocks, are liable to become disconnected from their fundamentals when they rise too high. We should all ask ourselves whether the product at the heart of the campaign is able to sustain such an elevated position. Your BS detector is often your best defense.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Challenge your POV<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">There is also the appeal and fallacy of the crowd. In the stock market, there is value in following the crowd, but that strategy can also lead you astray. Breakout success comes when you know something about the masses that most people don\u2019t. The same is true in brand strategy.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Many brand strategies seem to follow a previous success as if it will be equally as transformational for them. Take Dove. Dove was the first major brand to make body positivity part of its strategy, to huge success. But in subsequent years, plenty of brands have attempted to own the same space. While that is a hugely positive shift for the industry, body positivity is no longer enough to differentiate those brands in terms of strategy. It is now table stakes, and they need to develop their own POV on the world.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The same goes for spirits doing their version of Johnny Walker\u2019s \u2018progress,\u2019 or sports brands attempting to copy Nike\u2019s inspiration. The truth in both brands and stocks is that past performance is a poor predictor of future success.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">In both brands and stocks, you\u2019re attempting to intuit the correct altitude before it becomes disconnected from fundamentals and to identify a mass truth that is not widely known. Chasing the crowds can work, and can feel less risky, but in reality, the risk of not developing your own distinct point of view can turn out to be greater. So resist chasing trends, question the wisdom of the crowd and find a POV on the world that you\u2019re willing to stand behind \u2014 no matter what others may say.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>This is not investment advice.<\/em><\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Investing in stocks, I recently found out, is hard. The silver lining to my failed day trading career is that I realized there are some striking overlaps between investing and brand strategy.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":687,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>To Understand Good Brand Strategy, Look To The Stock Market | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/to-understand-good-brand-strategy-look-to-the-stock-market\/686\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"To Understand Good Brand Strategy, Look To The Stock Market\" \/>\n<meta property=\"og:description\" content=\"Investing in stocks, I recently found out, is hard. 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