My only addition to the commentary is to highlight one problem I see: Companies too often segregate branding from revenue generating activities. They view branding as the logo, color scheme, and value proposition statement. Then they put it away and get back to pounding on the sales team. Perhaps my comments aren't all that different from Matthew's. I think we agree that it is in the proper understanding of what a brand truly is that organizations will realize the greatest opportunity for success.
As brand consultants, ad agencies and marketing firms, we must work to tie it all together for our clients in the proper order.
- Financial Goals: the specific financial outcomes desired
- Brand: "the sum of the perceptions of the experience you provide held by those you seek to motivate"
- Marketing Objectives: The primary goals marketing will pursue to realize the brand, in support of financial goals
- Strategies: The approaches used to achieve marketing goals
- Tactics: Specific activities at the day-to-day tactical level, delivered within predefined strategies, that work to achieve marketing goals and the brand position, in support of organizational financial performance requirements.
- Measures: Specific metrics used to gauge marketing results
Oh, and here's Matthew's answer. Great job Matthew!
Posted by: Matthew Fenton on Tuesday, March 25, 2008
I can say from experience that Brian and I share very similar views on branding. Note that one of the key words in my definition of branding is "motivate." This is where many companies, unfortunately, miss the boat; they think brand is about a coat of paint, when it's really about the the entire house, from the foundation up. I've gone as far to say that "If it doesn't sell, it's not branding." This is not to say that your brand should be comprised of short-term, hard-sell tactics; quite the contrary. But if your branding campaign can not be shown to get you closer to your financial and marketing objectives, as Brian notes, it has failed. Ultimately, a strong brand creates more satisfied customers, more loyal customers, and more of both. Because if it doesn't, what's the point?