|
Author: Scott D. White Article source: http://www.kabish.com/. Used with author's permission.
This week I spent a few hours with a highly successful CEO discussing his brand identity questions and concerns. "What do the most successful brand initiatives have in common?" he asked. I shared an observation with him based on many years of having similar conversations and being involved in successful (and not so successful) branding programs.
There are a lot of reasons to embark on a major corporate branding program, but from the point of view of a CEO, most of them are simply not compelling. For many years I have watched marketers and design managers struggle to get large scale identity programs funded and supported by senior-most management. Even though there are clear breakdowns caused by the existing identity systems and designers believe they are presenting a clear, rational justification for investment…their attempts are rebuffed more often than accepted.
While designers think that because the expression of a brand is out of date or not working as hard as it should in a competitive context, it is obvious it should be changed. Sometimes there are clear business problems caused by poor brand architecture systems. Customer confusion, uncompetitive brand communications, and cost inefficiencies are painstakingly documented, and still senior management is left unimpressed. Of all the problems they have to solve for the entire organization, these opportunities just don't rank high enough.
So what compels them to invest in solving their brand problems? When a CEO perceives brand as tool to express his or her vision for the organization, they fully support it. When they understand that changing the identity program can be a vehicle for manifesting the organizational transformation they want, they hop on board the train. When the brand change becomes emblematic of the change THEY seek, we have a shot at creating a program that shifts the organization's culture as well as the market's perceptions.
Design (all design) is done to serve others. It is always about them, not us. The real customer/user of corporate brand programs is the CEO. Make your branding program serve his or her purpose, and you'll have the opportunity to fix all of your design problems at the same time.
To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today. Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
Christian Gladiators? Athletics as a Metaphor for the Christian Lifestyle
Wrestling, boxing, long-distance running, and sprints are all images Paul uses to describe what it means to be a Christian. It's a fight! It's a real struggle t...
Instant Car Loan - Get an Approval Online Quick
When applying for a car loan, approval online can be nice because the process is so fast.
9 Sure Fire Tips For Easy Weight Loss
The truth about easy weight loss, (it's not tooooo... hard).
What if a Living Planet Got Hungry?
Some believe that there may be planets out there, which are totally organic? That is to say they are totally alive. Teaming with Microbial life which has eaten ...
Small Business Savvy: Reaching Key Big Business Decision Makers
As a solo entrepreneur or small business owner, one of our key challenges can be reaching key decision makers in larger companies. Getting to the right person w...
Par and Beyond: Secrets to Better Golf
You've bogeyed your last hole, you are about to hit your next drive. As you take your practice swings, your mind is still on the last putt that you blew. You t...
Kerala Backwaters - Gently Down the Stream
The quaint little balcony was large enough to accommodate two cane chairs, a table and little else. To reach it we had to climb over the ledge of our bedroom wi...
MLM Network Marketing
Tips On MLM Network Marketing
Violence
What is the origin of violence? In the present article I revisit my childhood in a tough neighborhood and draw from my experience certain conclusions about this...
Permanent Hair Removal – A Growing Problem
Are permanent hair removal methods truly permanent? This article outlines types of hair and the hair growth cycle to show why claims of "permanent" hair remova...
Christian Book Stores are a Great Indicator of the Popularity of the Religion in Demography
This article takes a different refreshing perspective of how the Christian Book Stores make a great indicator to finding the religion's popularity in a region.
The Magic of Flirting
Flirting is the way most people determine whether or not a member of the opposite sex is interested in them. Following is a quick outline on how you should go a...
Seven Ways to Connect at a Networking Event
Connect and Progress.
Networking is more than SHOWERING AND SHOWING UP!!
Why not have networking moments at Networking functions?
6 Ways to Leverage Technical Articles
Technology vendors often contribute bylined articles to trade journals. The articles are great exposure for these companies but they don't come cheap - the trad...
The Band Fill--Adjusting Your LapBand
The beauty of the LapBand is that it is adjustable to each individual. Many are worried or afraid before their first fill. There is nothing to worry about.
Understanding Credit Card Penalties
Because most of us have one or two credit cards and we use them every day, understanding credit card penalties and fees is a significant issue since one time or...
Internet Marketers and Two-Year-Olds: Just Toddling Around Asking Lots of Questions
Now that I'm an internet marketer, I have more in common than my girlfriend's two-year-old than ever. Why? Because we're both constantly asking the same questio...
Web Usability: The Basics
Learn all you need to know about web usability with this crash course!
Whats In It For Me?
Product or service features have no real value or judgement attached to them. The most important thing you want to remember about features is that your customer...
All Time Greatest Club Breaking Events in History… and the Winner is…..
Two both famous and infamous golfers known for their tempers and club throwing exploits on the golf course, were battling head to head and coming into the final...
Avoid the Trap When You Consolidate Debt, Part III
To consolidate debt is a great idea with a trap built into it. The technique described here helps everyone in debt, but if you have an ongoing credit card debt ...
You, Your Team, and Your Coach
The grand purpose of coaching is to help your managers, the people they manage, and your organization make the transition from where you are to where you want t...
Spiritual Surrender: Let Nature Be Your Teacher
Our approach to surrender would be well taken if we followed the path of nature and as we experienced winters of our soul we took refuge in the fact that spring...
Is Your Financial Security at Risk?
It is almost amusing to see someone walking around with a $60 cell phone that they have paid to insure, while their multi-million-dollar body is completely unpr...
|
Print this page