A Slow Brand is a confident brand sure of what it stands for as well as what is not in keeping with the brand.
Brands are a promise. Whether a personal Brand, a corporate Brand, or the Brand of an entire country, great brands stand for things, have consistency and are backed up and built up through the accumulation of messages.
Most Brands today are not Slow Brands. Companies and individuals rarely, today, invest the time it takes to have a Slow Brand. Instead many Brands change their messages and the promise of the Brand rapidly. Making different promises to different audiences in many cases and all too often using very short term measures to signal when to shift messages yet again, changing messages and promises with growing frequency.
This blog will focus on Slow Brands, what they are, on examples of Slow Brands, and on both the specific messages of individual brands and on the techniques they use online and offline to build, maintain, and enhance the value and import of their brand.
Where does the phrase originate?
The phrase “Slow Brand” is an homage to the Slow Food Movement which since 1989 has celebrated local, heritage foods and the art of eating and living a slow, thoughtful life. The transformation of regions around the world and the preservation of cultural heritages embodied in regional foods has been and is an incredible achievement. As a serious foodie, and long time fan of the Slow Food Movement, my awareness of Brands have been shaped by Slow Food. Both in my own cooking and when I dine out I now look for brands not (typically) from large international corporations, but the brands of local, slow food producers.
This blog will illustrate the concept of Slow Brand often by looking at some of these local, slow food inspired companies and individuals.
Disclosure – the business of Nearness Function, the ad network focused on Brand Advertising which Shannon Clark is a co-founder of, is helping brands invest in building their brand via the long term support and sponsorship of rich experiences and passionate communities.