Building brands: a long-term perspective
In this guest post, Mark Pinney, head of strategy at Carat WA, uses Leonard Cohen’s song ‘Hallelujah’ as an example of how building emotion into strategy can provide brands with longevity and success.
The emergence of the song ‘Hallelujah’ as a widely loved, top-selling song presents a useful reference point for brands.
Even this week it is on the US Hot 100 charts, following the death of its original writer and performer, Leonard Cohen.
It’s a story about finding emotion, distinctiveness, fame and most of all time: important elements for growing brands.
