First principles branding: The 4 questions to nail brand intent

Jackson Ong
Strategy Director, Singapore

Let’s start with a hard truth: consumers don’t trust brands the way they used to. PwC’s 2024 Trust Survey spells it out: while 90% of executives believe their companies are highly trusted, only 30% of consumers feel the same.

And yet, in boardrooms around the world, brands continue to chase the next shiny object — jumping on A.I bandwagon tactics, purpose-washing their way through campaigns, and engaging in yet another round of the eternal Brand vs. Performance Marketing war of words. The result? A sea of sameness, where differentiation is debated at length, rather than decisively acted upon.

How do we break free?

The answer isn’t more frameworks, more buzzwords, or more complexity. It’s intent — the fundamental mindset separating brands that actually matter from those that merely exist.

At Elmwood, we believe that truly intentional brands embrace key mindset shifts. The kind that challenge conventional wisdom:

Brand Fix → Brand Fix & Flex

• Forget rigid consistency. Today’s most intentional brands flex with coherence — shapeshifting across channels, formats, and cultural moments while still feeling unmistakably them. Nike doesn’t rigidly stick to the same look, tone, or execution across all touchpoints. Instead, it adapts with intent — whether it’s an inspirational “Just Do It” campaign, athlete-driven storytelling, or hyper-localised content.

Manufactured Purpose → Enlightened Self-Interest

• Great brands don’t just chase a cause — they align with one that serves both their consumers and their business. Carousell doesn’t preach about the circular economy for the sake of it; they champion a world of ‘win-win’ where second-hand items unlock real value for both buyers and sellers. Their sustainability story isn’t just a moral high ground; it’s a commercial edge.


Product Claims → People Experiences

• The strongest brands don’t just shout ‘faster,’ ‘stronger,’ or ‘better.’ They craft experiences that make people feel something. Red Bull doesn’t sell energy drinks; they sell human limitlessness. Apple doesn’t market tech specs; they iconise the power of seamless creativity. These brands don’t just exist in a category; they exist in culture.

So, how do you ensure your brand is operating with true intent?

The answer lies in the following four fundamental questions. These aren’t just another set of marketing theory to glance at and forget. They are first principles for brand-building in an era where meaningful differentiation is everything.

Q1. What’s the Big, Ambitious Role in People’s Lives?

• Your brand is more than a product or service. It’s more than just a commodity. What role does it play in the everyday reality of your audience? What bigger effect can it have a stake in?

Q2. What’s the Clear Enemy?

• A strong brand stands for something, but more importantly, it stands against something. Who or what is the brand’s philosophical enemy? Defining an enemy isn’t about petty industry rivalries — it’s about making a cultural statement that resonates.

Q3. What’s the Founding Legend?

• Every brand has an origin story — but the best brands own theirs and use it. A well-crafted founding legend isn’t just storytelling. It’s a strategic truth that infuses authenticity into the brand.

Q4. What’s the Tension to Resolve?

• The most powerful brands bridge contradictions by offering two benefits that traditionally don’t go together. Being able to resolve a tension isn’t just interesting — it demonstrates why exactly your brand is indispensable.

Bring in the right people in the business to answer these with intent and conviction, and you won’t just build another brand. You’ll build one that actually matters.