As a marketer, we learn how brand strategies should lead business strategies. How branding should be the core to pull consumers, instead of pushing products to consumers.
As a consumer, there are a couple of brands I can think of that have strong brand personalities, that allows me, as a consumer, to easily point out what and how I relate to them:
Ben & Jerry is more than just ice cream. Each flavor is just shouting out its bold personality. It has taken the fun of eating ice cream to all aspects of its brand message. From packaging, to the wacky names and just the entire experience of Ben & Jerry is a different ice cream experience like no other.
Part of the brand image and the company's vision is believing in being environmentally responsible. This message is carried consistently throughout its business practices - whether its sourcing ingredients, supporting non-profit organizations, or using ice cream to help better the environment. Ben & Jerry uses a strong brand strategy to lead the company and its values.
For personalization and customization, Ben & Jerry welcomes "the random genius inside you" to suggest a flavor.
Last but not least, great brands encourage innovation, even if it takes many failures to get to a successful one. Ben & Jerry celebrates their mistakes by putting them in the "Flavor Graveyard"
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