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BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Eight

March 15, 2018

BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Eight

#8. BRANDING IS NOT A BLACK BOX VOODOO EXERCISE TO DEVISE WAYS OF HYPNOTIZING YOUR CUSTOMERS INTO SUBMISSION.

The BEST MEDICINE for YOUR BRAND does NOT COME FROM divining perimeter oscillations, the EARTH’S GEODYNAMICS, magnetic fields, balancing symmetrical ENERGY FIELDS, string theory, or the UNIVERSE EXPANDING exponentially at f(x)=e x [1 light year = 671 million miles per hour]. Believe it or not, these are real excerpts from an actual agency creative brief. The client was Pepsi. And after spending an estimated several hundred million dollars on the rebrand implementation, no one was hypnotized except Pepsi. Coke is still the market leader.

When MARKETERS, consultancies or agencies START TAKING LIKE THIS—BE very, VERY AFRAID. Everyone has a process. But no one has a secret black box proprietary process will automatically drop magic elixir into every fiber of your brand being.

Instead, YOUR NEED BRAND EXPERTS with a DEEP AND WIDE UNDERSTANDING of WHAT MAKES BRANDS WORK. And EQUALLY IMPORTANT, a DEEP UNDERSTANDIING of the UNIQUE CHALLENGES your COMPANY FACES.

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