I came across an article by Kevin Lane Keller published in the Market Leader in Q2 of 2009, listing the secrets to brand success. I read it with intrigue, wondering what has changed over 10 years.
The article starts off by talking about how brands convey and signal different kinds of information that allows consumers to reduce risk, simplify decision making and achieve greater satisfaction in their lives. The biggest change in the last decade is the amount of information that we process daily. Throughout our day, we are exposed to so much information. A Forbes article says that 2.5 quintillion bytes of data are created each day.
After a quick search on the internet, I found claims that we consume 34 gigabytes of information a day and are exposed to 4,000 adverts a day. While this data is not verified, it illustrates how information is now at our fingertips. The point is, brands have to wade through so much to get any attention. To get that attention, they need to connect with their consumers in some way for them to create shortcuts in the myriad of information they process.
Keller also talks about how strong brands make lives a bit or a lot better for their consumers. To me, this reinforces that innovation must be central to brand strategy, more than ever. Brands face more competitive threats than they did a decade ago, but that’s a blog for another day.
Keller’s 5 secrets to brand success:
- Actively engage in participation marketing
- Craft well-designed products and services
- Develop fully integrated products and services
- Embrace enlightened corporate social responsibility
- Design and implement a robust corporate brand architecture strategy
Let’s take a closer look at how these ideas have evolved since 2009.
Actively engage in participation marketing
Back in 2009, participation marketing referred to encouraging consumers to engage with your brand, share feedback, and take part in its development. That principle remains valid, but the tools and expectations have shifted.
Now, participation has become more personal, more public, and more powerful. Thanks to social media, consumers now have a platform to shape narratives and influence perception, for better or worse. A single tweet can spark a backlash or generate a groundswell of support. And with GDPR in force, engagement has to be earned, not assumed.
People are more selective about who they give their attention to. The brands that succeed are those that invite meaningful participation, act on what they hear, and show that they value the relationship, not just the data.
Craft well-designed products and services
In 2009, good design was already a mark of quality. But today, it’s non-negotiable. Design is no longer just about aesthetics; it’s about how something works, how it feels, and how seamlessly it fits into people’s lives.
User experience (UX) has moved to the forefront. Whether it’s a website, a mobile app, a subscription box, or a piece of packaging, design must be thoughtful, intuitive, and emotionally engaging. People are judging brands not only on what they deliver, but on how they deliver it, and poor design often equals poor experience.
Brands that invest in design-led thinking, user testing, and emotional cues are better positioned to earn loyalty and trust
Develop fully integrated products and services
Keller’s third point focused on internal integration, aligning touchpoints and departments. That’s even more important now. But integration means more than consistency. It means delivering a seamless experience across platforms, channels, and moments.
Consumers don’t think in terms of online versus offline. They move fluidly between both. A purchase might begin with a search on Instagram, continue in a physical store, and conclude via a branded app. Integration is about ensuring that journey feels smooth and coherent.
Behind the scenes, it also means bringing together marketing, product, sales, and customer service to work in sync, because consumers experience the brand as a whole, not in departmental silos.
Embrace enlightened corporate social responsibility
Corporate social responsibility (CSR) is no longer a side initiative. Now, it’s central to brand value. Consumers are making more conscious choices and expect brands to do the same. It’s not enough to offer a great product, people want to know what a brand stands for, how it behaves, and who it supports.
Some of the most admired brands today are those that align business goals with social or environmental impact. Think of Patagonia’s environmental activism or Ben & Jerry’s outspoken stance on justice and equity. Even mainstream brands are stepping up, with initiatives that go beyond compliance and into purpose-led leadership.
CSR must be authentic and consistent. Brands that simply tick the box or follow the trend risk being called out and ignored.
Design and implement a robust corporate brand architecture strategy
In 2009, brand architecture was a key consideration for larger organisations managing multiple product lines or sub-brands. Today, it’s become relevant for businesses of all sizes, especially as they scale or diversify.
A clear brand architecture helps customers understand how different offerings relate to one another and to the master brand. It prevents confusion, strengthens trust, and creates room for innovation.
Whether you’re managing a single brand with multiple extensions or a portfolio of products, structure matters. It shapes perception, supports storytelling, and drives coherence across every part of the business.
Reading Keller’s article in 2019, it’s striking how relevant his five secrets still are. But the context in which we apply them has changed dramatically. Today’s branding requires deeper empathy, sharper focus, and stronger alignment between what you say and what you do.
It’s not just about being seen. It’s about being remembered and trusted. And that means showing up consistently, designing with care, and acting with purpose.
