The up and downside of a brand
Brand equity, brand personality, brand valuation, brand experience, etc. are all useful terms and they help us discuss many crucial aspects of the sophisticated marketing approaches we have developed over more than a century. Brand does have a strong upside and has fueled economic engines around the globe for years.
It also has a downside. As the idea of brand evolved, it grew in strength as a separate entity from the business itself. This caused a dual vision for those who were in charge and misperceptions grew. The ideas of business and brand became more and more disconnected. Separate departments formed with separate directors. Silos began to emerge within the corporate culture with conflicting agendas and goals. Branding’s power grew to a point where the old ways of running a unified business were left in the dust.
Unfortunately, branding lost its head and became ego driven. It seemed to be able to generate its own power with little accountability to the rest of the company. For a time, the old way of doing business appeared to be dead.
Tags: bad brand, brand, Branding, business and brand, down side of brand, Pivot Lab, Shari Burk, up side of brand
