Brand Leadership Requires Self-Awareness
Companies find it enormously difficult to maintain self-awareness as the crises of growth hit and to make a realistic assessment of their vulnerabilities.
NEW THINKING
Companies find it enormously difficult to maintain self-awareness as the crises of growth hit and to make a realistic assessment of their vulnerabilities.
If you’re looking for ways to take your brand to the next level, here are some thoughts as to where to find your next market advantage.
Every day, brand owners are pitched opportunities to take their brand in a ‘new’ direction or to stay the course—by colleagues, by their agencies, because of the actions of competitors or by delegations of customers or suppliers. It can be, as many a marketing manager has told me, bewildering.
A couple of conversations this week served as a reminder that not all senior leaders regard brands as something they should be involved with. If you’re struggling to get your senior team to put important brand matters on the executive agenda, here’s some reminders by way of making the case for greater consideration.
While the marketing department should have the skill sets necessary to create the brand’s identity, communicate its promise, increase its awareness and generally promote the brand, it takes the entire organization to consistently deliver on the brand’s promise.