This was the time for every brand – no matter how big or small – to look at the values that govern its choices and decide whether or not to truly live by them.
Today’s organizations — be they B2B, non-profit, government or consumer – live and die by their ability to build and deliver a strong employer brand that earns the trust and loyalty of their employees.
Recessions cause marketplaces to go quiet, an opportunity for forward-thinking brands to invest in building awareness, telling stories, communicating unique value and gaining greater reputation.
There’s been some debate lately about whether brand loyalty is disappearing. Some writers have tried to tie an overall decline in brand loyalty to a similar decline of loyalty in society generally.
Everyone is entitled to their own opinion, but not to their own facts. If you’ve decided that its time to review your brand’s performance and invest in a brand audit, then make sure you also invest in doing the research.
Brand fog is something that happens to organizations over time. There are symptoms, but as time marches on, you chalk up each to just a phase, not realizing the overall impact to your business and its future.
Every year organizations invest in a financial audit to assess their financial health. No one questions the good sense of a financial audit.
We’re often asked to help our clients bring clarity to a brand architecture that has become muddled as a result of acquisitions, product/service brands or multiple divisions.
There’s an old chestnut that says a camel is just a horse designed by a committee. Brand fog is sort of the same because it’s usually the result of trying to tack on too much
In our first post, we talked about brand fog and the danger signs that a brand is hazy and ill-defined. There are many canaries that will alert you to the potential for lethal gas in your proverbial brand coal mine, but no bird is more effective at pointing to danger than a sales team that struggles to describe what makes your brand and your offerings different.