Cultivate
- Your business is not an entity but a living organism. ditto your brand. alignment, not consistency, is the basis of a living brand.
- A living brand is a never-ending play, and every person in the company is an actor. People see the play whenever the experience the brand, and then they tell others.
- Every brand contributor should develop a personal shockproof brandometer. No decision should be made without asking, “Will it help or hurt the brand?”
- The growing importance of brand has a flip side: its growing vulnerability. A failed launch, a drop in quality, or a whiff of scandal can damage credibility.
- The more collaborative a brand becomes, the more centralized its management needs to be. The future of branding will require strong CBOs – chief brand officers who can steward the brand form inside the company.
- Branding is a process that can be studied, analyzed, learned, taught, replicated, and managed.
- It’s the CBO’s job to document and disseminate brand knowledge, and to transfer it whole to each new manager and collaborator.
- Each lap around the branding circle, from differentiation to cultivation, takes the brand further from commoditization and closer to a sustainable competitive advantage.
