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

February 21, 2018

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

An infestation of ill-informed marketers, agencies and companies are creating a pandemic throughout the world of brands. Their motto? We know branding.

In reality, the universe is rife with marketers, companies or agencies who don’t have the slightest clue of what makes a brand insanely successful. Nor are they particular about which companies they kill mercilessly.

Want to keep your brand alive and healthy? Learn how rogue marketers latch onto a brand nucleus like a virus, hijacking a brand’s DNA—sometimes irreversibly damaging or destroying its host…

#1 BRANDING’S NOT JUST A PRETTY LOGO TO PET AND ADMIRE.

Companies and agencies frequently perform an empty visual exercise simply to stroke their own egos. Making trendy cosmetic changes without thinking through real business objectives or consequences.

KEY: Instead, companies need to define what is their brands promise. Then bring those promises to life in visual, verbal, and experience. For rebranding, that means redefine, reposition, and then Execute REAL TRANSFORMATION. That’s what drives real value and meaning to brand, and drives bottom line returns.

DO THAT, and CREATING a new logo with COHESIVE design BRAND ARCHITECTURE SYSTEM is a POWERFUL way to achieve SERIOUS BUSINESS RESULTS:

1. SIGNAL Real Change in an Organization.

2. SIGNAL Change in Vision, Culture, Marketplace Response, or Executing Other New Objectives.

3. OVERCOME Technical Challenges in Visual Implementation as a Company Grows, Creates New Business Relationships, Merges or is Acquired.

4. REALIGN Visual Expressions After Years of Disparate, Unclear Implementation by Users of the Brand or Poor Brand Management.

5. CREATE A Branded Ecosystem of Sensory Experiences that People Want to Make Part of Their Lives.

6. MAKE Your Products or Services More Desirable and Easier to Understand and Buy.

7. TRANSFORM Mere Commodities into Valuable Brands that People Will Pay a Premium For.

8. REDUCE Advertising and Marketing Costs.

9. REDUCE Brand Management Costs.

10. ENABLE Expansion into New or Different Markets.

11. ENABLE Wisely Planned Brand Extensions or Disable Cannibalizing Ones.

12. IMPLEMENT Important Changes to a Well-Planned Brand Architecture System that Creates the Right Mix of Distance or Unity with Other Branded Offerings.

13. ACT As a Beacon or Constant Reminder of Who You Really Are and What You Truly Represent.

14. CREATE Valuable Intellectual Property Assets.

15. CREATE Other New Functional or Emotional Benefits.

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