Defining your

What is a Brand Philosophy?

  • Philosophy is the study of problems regarding matters of existence, reason, values and mind.
  • A brand exists to represent a solution to a problem or to fulfill a need.

A brand philosophy then depends on how well it asks high quality questions about its existence and purpose mainly in how it:
  • meets the changing wants and needs of those the brand is serving.
  • or changes / creates the wants and needs of those the brand is serving.


The sometimes surprising philosophies of popular brands.

Beauty, Clothing & Fashion

  • “We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that... In every school there are the cool and popular kids, and then there are the not-so-cool kids," he says. "Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either." (Mike Jeffries - Abercrombie & Fitch)
  • Lord & Berry

Consumer Electronics

  • "We believe that we're on the face of the Earth to make great products, and that's not changing. We're constantly focusing on innovating. We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don't settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're wrong and the courage to change. And I think, regardless of who is in what job, those values are so embedded in this company that Apple will do extremely well" (Tim Cook - Apple).