Via Brandchannel & Interbrand, an interesting list of five management traits that are employed by leading global brands.
Seek out insights:
Outstanding brands identify customer insights. When these insights are shared across cultures they assist in a brand’s adoption globally.
Integrate local intelligence:
Brand guidelines are tremendous tools for ensuring consistency. However, they have been known to impede innovation and diminish relevance. Brands are dynamic, never static, so the management of them must integrate new thought. In the case of global brands, to assume that one message can appeal uniformly to all audiences with equal relevance is unrealistic. Well-managed global brands cull local markets for intelligence related to the ‘next big thing’ to ensure local relevance and to counter competitor’s moves.
Despite the fact that the hot ways to enhance your brand involve new media, business branding basics are still in style. Branding success will depend on adapting to the rapidly evolving media environment and taking advantage of new opportunities to reach your target audience.
But, there are some branding constants that will remain critical for establishing and maintaining brand awareness with your target audience. Regardless of the medium chosen for distribution, you must: Continue reading
Interesting article about the way organizational culture, business goodwill, branding and the law are interacting. Here is an excerpt:
Whether shaping the branding strategy of a start-up or optimizing the strategy of an established company, the key to maximizing goodwill is in closing the gap between organizational culture and organizational brand. Sometimes we see wonderful brands that resonate with the market, but are undermined by the internal culture as in the case of marketing an image of customer service, but having sales clerks who are untrained or unhelpful. In that case, the challenge is to correct the organizational culture over time to effectively support the brand. Typically this management issue can be resolved through a process of adjusting the focus of existing employees while working to make sure new employees match the needs of the evolving culture.
As consumers, we sometimes see a great company culture anchored to a lousy brand, what I call “the best kept secret” syndrome, such as finding a wonderful product in unattractive packaging. Typically, this marketing issue can be resolved by investing in creative communication services to more accurately share the story of the organization. In both reconciliation processes, there will be an investment of time, money, and emotion. These investments should be made with a strategy to leverage and protect that investment, which is where the intellectual property enters the picture.
Read full article in the Kevin E. Houchin’s Creativity and Law Blog.