James Bond is surely one of the most successful brands of all time? And a masterclass in branding. Over 40 years , 22 films,  6 leading men, 10 directors.  Yet still there is only one Bond. Demonstrating the importance of a clear and focused idea. Bond is 'good vs bad' in it purest form. Even in our less clear cut , conspiracy theory led, untrusting times, it is assumed that Bond in Quantum of Solace still represents the side of good. Armed with the simplicity and focus on that 'brand idea', the brand 'owners' are at liberty to try new things. This playful, inventiveness in turn keeps the brand young, refreshed and relevant, ensuring a new and interested audience over decades.

Brands are at their heart about ideas that can be expressed in imaginative and interesting ways over time. Branding is the art of shaping the meaning through what Mark Earls refers to as 'interventions' -behaviours, communications or production of tangible products that bring the idea to life. It requires tight control and a sharp vision. Exactly the qualities that the Broccoli dynasty have delivered since Bond's filmic inception in 1962.

The Bond brand has faced its fair share of new competition over the years, with aggressive rival franchises from Bourne and Die Hard. But neither have ever managed to rival 007. In part this is due to the high number of unique equities attached to the name; gadgets, girls , gags, sountrack, script lines ( shaken not stirred) and the cars- always refreshed but consistent every time.

Bond is a definitive brand and as such of huge value . The film receipts alone are estimated to have stacked up to over $ 11 billion. And it has become a part of popular culture across the globe.

Perhaps the simplest way to demonstrate the power of 007 is a brand is to think about what a 006 or 009 might be like? Not interested? Then you have demonstrated the real value of brands- they are uniquely irreplaceable.

It’s an expression you hear a lot in the media these days. Our times are very much our own it seems, without precedent. Whether it’s the state of the world economy, the war on terrorism, the unstoppable collapse of ice caps and fish stocks or the fall of GM. We are living in a period for which there is little apparent precedent: comforting or uncomfortable...

...So now all of us are modern day James T Kirks, ‘boldly going, where no man has gone before.’

What excitement and fear.

Excitement for the possibilities that emerge from chaos, from the tumbling of institutions and inertia; fear from the unpredictability and inability to answer what next?

But the underlying theme that emerges in unprecedented times is one of the need for free thinking.
Companies that have been confident with process , linearity and crystalline thinking modes will be challenged.

Companies that are comfortable with being eclectic, lateral and open minded will be challenging.

There is not much use journeying into the known, carrying the mental baggage and attitudes of a more predictable age.

In this new age creativity does not have a beginning or an end, a department or a specific project phase.

Nor is it contained by the discipline your agency happens to excel in.

Creative people don’t just exist in trendy Hoxton warehouses, or Sloaney West End glass buildings. They are in architects practices, circus troupes, research labs and universities.

In an age where answers don’t exist, creativity needs to open up not close ranks.

The human minds’ greatest defining skill is its ability to ‘anticipate the future’. The more we leverage possibilities through working with different types of people, ways of working and ways of framing problems, the greater the chance of being able to anticipate a future for which there is no precedent.

Its interesting to see so many these days who are keen to damn the brand.

Brand has become a dirty word in many quarters- an exploitative commerical construct, a product of fiendish, manipiulative minds in marketing and marketing services agencies,

aided and added by the pimping research industry.

But brands are no more or no less than 'other peoples' property'.

They dont by defintion belong to the 'hidden persuaders'; they only uniquely exist in a individual's mind, composites of everything they experience, think and feel in connection with the name.

So how can brands be condemned? They are badges of individual perception.

Branding, is  also often accused of being manupulative.

Branding is clearly about how about how you build a discreet and distinctive presence on someones cerebral front lawn.

But criticism of branding practice often relates to the old way of doing it.

You can ask people what they would like and promise to deliver it, and do everything you can to appear like you're it. Old school.

Or you can , as a business, define what it is you are, want to be and how you want to change thre world ( even a small part of it), and then share that with people.

That approach to brand building is far from being manipulative. It much more like being participative.

So maybe we should  stop using brand as a swearword or start putting some money in the swear jar.

 That way, we can fund some good causes; like brands who have a point of view they want to share with the world.

I'll swear to that.

It's really not easy for us humans to be unconventional. Conventions rule how we think and behave - how we dress, what we learn, how we learn, what we eat, what time we get up and when we go to bed.

At key transition points in our lives (such as early childhood and early adulthood), some of these conventions may be challenged more actively, but, generally, being conventional seems to deliver an easier, more digestible life than standing out and being different.

Agencies of all sorts are famous for their use… over use, of words. Words in agencies seem to come cheap.

But how often do we really think about the words we say and write. Look again at those words we use, their effect, their meaning, how they work together. Copywriters might do it more than most, but arguably everyone should be as considered.

Words are powerful. In law courts they can put people behind bars. In battles, they can condemn people to death. In politics they can get you elected.

Words are uniquely human. The power of speech is one of our defining skills, alongside the size of our brains and walking on 2 legs. 

Strings of words can change the world and how we see it.

Film makers appreciate the power of words on culture and society.

 And speeches in films are remarkable examples of human connection.

Demonstrations of how to create emotion, feelings and behaviour in our fellow man.

Here are some fine film speeches.

They all enshrine the architecture of good speeches and use of words:
     -passion
     -purpose

This creates an effect at 3 levels
     Move the audience
     Create momentum
     Make us feel part of something

Hope these film speeches do something to you.

"

The Shawshank Redemption- Red’s parol board review

Blade Runner- The ‘C beam’ speech

A Few Good Men- trial

Mad Men- The Carousel