Overcoming Common Brand Problems – 10

We're at number 10 of our countdown of the 40 Most Common Brand Problems. Sometimes the marketing manager is part of the problem...
Brad VanAuken The Blake ProjectNovember 15, 20061 min

We’re at number 10 of our countdown of the 40 Most Common Brand Problems. Sometimes it’s the marketing manager that is part of the problem…

Common Brand Problem Number 10: Frequently changing your brand’s positioning and message

Analysis: New brand managers and marketing executives often feel as though they need to make a name for themselves to continue the climb up the corporate ladder.

Key Point: Don’t succumb to the temptation of doing this by changing the advertising campaign or the brand slogan, especially if the current ones are working well or haven’t been in place long enough to assess their effectiveness. Consistent communication over time is what builds a brand. After all, Hallmark has used its “When You Care Enough to Send the Very Best” slogan since 1944; the Marlboro Man has been Marlboro’s icon since 1955; and Absolut Vodka has featured its bottle’s shape in consumer communication since 1978. If you do make changes, make them gradually and in an integrated fashion based on sound consumer research.

Have a request for the countdown? Let us know.

The Blake Project Can Help: The Brand Positioning Workshop

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

FREE Publications And Resources For Marketers

Brad VanAuken The Blake Project


  • rhonda page

    November 23, 2006 at 4:26 pm

    One of the most common branding problems that I’ve encountered is senior management not buying in to it. When a company is not brand focused and marketing does not have the attention of the CEO it is very difficult to accomplish branding in a meaningful way.

  • Derrick Daye

    November 23, 2006 at 5:16 pm

    Rhonda, we feel your pain. Stay tuned, we will be going into this in the days ahead as we explore the 40 Most Common Brand Problems. Please feel free to share more…


Comments are closed.

Connect With Us