The Brand Wishing-Well
February 17, 2008
This entry was inspired by an excellent article from Ron Shevlin.
Most efforts to “brand” are really just external ad campaigns. At best, brand “awareness” is created. If the result is just awareness, CMOs better hope and pray it leads to sales. Unfortunately for them, the days of products that are advertised the most also being the ones purchased the most are over.
True branding starts internally, with a desire for greatness (as defined by Jim Collins) and a desire for a multi-generational brand and sustained shareholder value. If the goal is just to make money and get out, then the issue of branding is pretty simple. You only need enough people right now to sustain your business model. And that is actually pretty easy. What is hard is to create a brand that becomes great, then maintains that greatness through economic, generational, and technology trends.
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