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.
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.
I have always admired the magic of Steve Jobs even though he sounded like a not-fun guy to work for.
Chief among his many brilliant ideas was his transcendent brand idea….
Does your brand have integrity or do you call it the graphics system or the identity standards? Or save us, the guidelines. Captain Barbossa would have said, “They’re not rules really, they’re more like guidelines”!
Most political campaigns are a form of combat. Particularly, in my home state of Texas. A certain way you win is by killing the other guy. There are big risks however with this as the core political strategy.
Many of the branding projects I have worked on begin with a problem.
“We don’t seem to be able to raise as much money as our peers”.
“We have declining customer counts”.
“We can’t agree on what to say about ourselves so we can’t agree on a corporate brochure or web site”.