Until a few years ago, my answer to the common question on how business strategy and branding strategy are related was that the business strategy comes first, because that is a ‘long term plan of action designed to achieve a particular goal or set of goals or objectives’.
It’s a truism these days that best-in-class organizations see brand as core to their end-to-end business operations, as well as to their end-to-end customer and talent experiences.
If you were born before 1990’s, chances are you will remember Washington Mutual bank (a.k.a. “WaMu”), especially if you were living in the western part of the United States. But the question isn’t so much if– but rather how you remember this bank.
Where do you get your best ideas? Are they all from within your industry?
Brands in a category are typically more similar than they are different. They have to be. They’re both trying to appeal to the large middle of the market.
