After a recent presentation, an audience member asked for my opinion on the most common misconception about branding.
It was an easy question to answer. It’s the idea that branding is an initiative. That it’s something that requires a brief investment of attention and time, and can then be moved down the priority list. This way of thinking suggests that branding is a sprint. But it’s not. It’s more like marathon. It’s a commitment for the long haul. Continue reading “The Long Haul of Branding”
At a recent branding seminar, I asked attendees what they hoped to achieve with their branding efforts. One guy exclaimed, “I want what Nike has – instant name recognition!” Around the room, many heads nodded in agreement.
Over the years, I’ve asked clients, prospects and colleagues that question hundreds of times, and a fair percentage of replies are along those lines. Maybe it’s Starbucks or Target instead of Nike; maybe they want their brand to be a “badge” or have “a logo everyone knows.”