David A. Gravelle
If you have done as many branding projects as I have in so many different situations, you get what my Granddad used to say, “sounds like wisdom, but feels like battle scars.” What makes many of these seemingly disparate projects comparable is that the branding system was constant. The results were, of course, very different.
I once had the CEO of one of the largest telecommunications companies in America tell me at the conclusion of a workshop, “You have no idea what you just did. Our senior team hasn’t agreed on one single thing since the cell phone weighed 4 pounds. Now I feel like we have a way of making rational decisions about stuff where we have just been really guessing.”
Here are a few simple ideas on how branding can shine a light on a dark road.
AMAZILLA GOES TO THE GROCERY STORE
Need a demonstration of how the culture of the brand can reflect performance? Check out the airline category.
A brand with control of these elements-plus great creative and design-and has the courage to stick with it, will prevail.
Sometimes a brilliant brand strategy calls for repositioning without changing.
When was the last time we saw a brand like The Donald? When was the first time?
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.