Brand Management

Brand has become the marketing religion of our time and takes on outsized importance in every decision. And that leads to a bunch of lists – each claiming to reveal “the” absolutes of brand building. The following makes no claim about summarizing absolutes. But the more lists I see, the more I love the far more humble and practical sense of brands found among this bakers dozen. And, the more I think they reveal important things that enthusiastic brand enthusiasts seem to have forgotten:
1. Brands build through YEARS of consistent efforts.
[caption id="" align="alignright" width="184" caption="Image via Wikipedia"]Pepsi logo (2003-2008). Pepsi Wild Cherry and ...[/caption]
2. No, really. Brands build far slower than anyone wants to think. 3. Building a brand requires not only years, but consistent execution throughout that time. 4. Convincing consumers of a product’s unique value creates brand far more quickly than does lifestyle communication. 5. There are many ways your business can leverage advertising to drive profitability other than “Brand Building”. 6. There are many flavors and types of advertising – all will build brand. That means so-called “brand advertising” may be exactly the wrong way to build your brand. 7. Most brand theorists seem to love exotic and abstract