Existing in somebody else’s mind sounds like a New-Age psychobabble motivational poster headline until you realize that is where your brand exists.
Some brands reflect the life we live or would like to. Michael Chiarello of NapaStyle and Ralph Lauren of the Polo empire have built higher level brands on this premise. Want to build one? You should start with the end in mind.
Serving a client’s share of life is an ennobling idea
Brand trust is hard to earn and easy to loose.
An ingredient brand strategy can give your brand accelerated market acceptance by adding a special technology feature that you wouldn’t dream of duplicating.
What can happen when a monkey climbs a tree. And a high flying brand is the monkey.
Call it the Amazon effect coupled with the Kindle then the Ipad effect coupled with the expansion of access to digitized content coupled with the growth of e-books. All these forces taken together have reshaped consumer reading habits. It has been the bookselling equivalent of the Perfect Storm.
A big brand gap could be a disastrous problem. It may not sink you, but ,if left unattended, it will be a hole below the water line.
A merger or acquisition is a golden opportunity to create a stronger brand for the new combination. Do it yourself or your competition might just do it for you.
I once heard that PR was what you heard about yourself when you were in the room and reputation was what they said about you after you’d left it.