Vol. 19, No. 2, Spring 2008

David Lemley, President, Chief Brand Strategist, Lemley Design

Brand strategy requires a new business model, writes David Lemley, president and chief brand strategist of Lemley Design. The old model, which we can call Compliance, involved decisions by committee, a sink-or-swim culture, and top-down ideas handed out by management and imposed upon employees. The result: a brand product that nobody will hate. The new model, which Lemley sees as the foundation of currently successful brands, involves "a fearless leader on a crusade," employee engagement, and a values-based culture. The goal of branding, in 30 words or less: "People will encourage transparent, authentic interactions with the brands they allow into their lives. Our job is to figure out how to create a framework that allows them to participate.".

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