{"id":73310,"date":"2026-07-21T09:45:39","date_gmt":"2026-07-21T08:45:39","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/how-to-develop-a-distinctive-brand-point-of-view\/"},"modified":"2026-07-21T12:08:56","modified_gmt":"2026-07-21T11:08:56","slug":"how-to-develop-a-distinctive-brand-point-of-view","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-develop-a-distinctive-brand-point-of-view\/","title":{"rendered":"How to develop a distinctive brand point of view without \u201csacrificing everything\u201d"},"content":{"rendered":"

\u201cBelieve in something, even if it means sacrificing everything\u201d.<\/strong><\/p>\n

When Nike used this slogan in a 2018 TV advert, it put its own brand equity on the line.<\/p>\n

The commercial was widely regarded as a political statement since it lionised Colin Kaepernick, a football player who had divided American opinion by kneeling during the US national anthem to protest racial injustice. Some consumers hated the advert so much, they burned their Nike gear. However, many more flocked to the sportswear brand, which had long championed racial equality. Online sales surged by 31% in the campaign\u2019s debut weekend and Nike went on to win an Emmy award.<\/p>\n

So, should businesses believe in something? If so, how can they develop a brand point of view without sacrificing sales and reputation? Here\u2019s our opinion.<\/p>\n

Should brands have a distinctive point of view?<\/h4>\n

Yes, because people buy beliefs as well as expertise.<\/strong><\/p>\n

Sharing a point of view is an intimate thing, like inviting someone into your home. They may love or hate your tastes, but they will know you better. That recognition matters in a crowded marketplace.<\/p>\n

Many clients we work with are nervous about expressing views that go beyond the safely generic, especially if their offering revolves around impartial data-informed expertise. Why take a position that could alienate part of their audience?<\/p>\n

But we know from numerous studies<\/a> that people don\u2019t base decisions on facts and figures alone. Emotions and gut feeling play a huge role. In fact, one recent study<\/a> found that consumers feel happier when they base a choice not on careful analysis but on intuition \u2013 applying beliefs they have built over their lifetime.<\/p>\n

A point of view gives people something to connect with emotionally. They don\u2019t just learn what the brand knows. They learn how the brand filters knowledge through its experiences to derive an expert judgement.<\/p>\n

What makes an effective brand point of view?<\/h4>\n

Relevant, genuine and justified perspectives that are novel yet familiar.<\/strong><\/p>\n

People love a fresh perspective. But they\u2019re more likely to remember one if it connects to beliefs they already hold, researchers at Leiden University<\/a> recently concluded. A study in Nature<\/a> echoed this with its finding that people are more likely to share a narrative that\u2019s consistent with their existing beliefs.<\/p>\n

So, a brand point of view doesn\u2019t need to be revolutionary or ultra-provocative. It\u2019s better to nudge thinking forward with views that feel novel to audiences but also intuitively right. In our view, you\u2019ll hit the sweet spot if your point of view is:<\/p>\n