Most organizations are born out of passion: a desire to make a difference, to improve a product or a process through innovative thinking. Big ideas, often on small budgets. Powerful dreams whose flames are fanned by the hard work and determination of those who saw their potential.
Just like each person is different from the next, so are the brands they create. This implicit difference is the true power of the brand. At its core, every brand is unique, innovative and relevant to its customers.
Too often, however, the essence of the brand is forgotten over time; it isn’t protected and fostered as it should. Its power cannot be harnessed, and the brand becomes a secondary aspect of marketing, rather than the reason for the existence of a product.
Missing a clear understanding of the essence of the brand carries implication also within the company: ask most employees what their brand stands for and you’re likely to get a different answer for every employee in the company.
This confusion often leads to mixed messages to customers, dealers, and consumers. These inefficiencies can often make the difference between a sale lost and a sale won. (more ->)
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