Companies, products, universities, museums, municipalities and individuals brand themselves. Why not nations? After all, they have more at stake then almost any other entity – tourism, exports, foreign direct investment, industry formation/focus, immigration, satisfied citizenry, national heritage and support of domestic and foreign policy, to name a few.
In 2002 Starbuck’s shared its guiding principles for brand building. Do they still ring true?
Avoid innovation traps. Change leaders will be tempted by three innovation traps. They’re so attractive that leaders can expect to fall into one of them–or into all three–again and again.
Years of total quality management (TQM) and customer service improvements have significantly improved the perceived (and actual) quality and value of products and services in many categories. You might think that this would increase customer brand loyalty as well. However, it often has the opposite effect. The more satisfied customers become with all brands, the less loyal they become to any particular brand.
Let’s explore the power of using the Intranet to further brand goals with internal audiences. Brand management groups at many companies have found the Intranet to be a powerful tool to accomplish the following on behalf of their brands:
