If you need to shift your brand culture from where it is to a different viewpoint and value set, is there any incentive for change without a crisis? Will a brand culture make changes on its own or do people need a fright in order to seriously disrupt business as usual?
If there are two hot topics that surmount all others when it comes to brand strategy, they are surely brand architecture and brand portfolio.
Google is looking to reposition itself. That was the key takeaway from an interview the company’s co-founder and chief executive Larry Page gave to the Financial Times recently.
Brand and reputation are tightly linked but not synonyms. I raise this because I seem to be having more and more conversations where brand projects are being renamed as reputation projects to make them more “palatable” internally. That in itself says a lot about what senior management think brand is and why they believe it’s not what they need.
