What idea or concept do you use to inspire your people, and align their actions, in order to grow a remarkable organization; one which continuously creates happy, profitable customers or members?
Your mission statement? Puh-lease. When was the last time you even thought about it, much less used it as a guide to craft strategy and set goals?
Leaders and managers are drowning in reports, data, and advice. But all of that information isn't getting them where they want to be, because they don't clearly perceive what's going on in the world around them.
That's what understanding the concept of branding is about. It will force you to understand the behaviors, desires, and expectations of your audience. You'll perceive your organization —- and its place in the world -— in a whole new way. And you'll be driven to do something to both improve it and to improve people's lives.
Kierkegaard wrote, "Concepts, like individuals, have their histories and are just as incapable of withstanding the ravages of time as are individuals." When will the concept of "brand" as advertising and design -- as simply an exercise in differentiation through a change in ad campaigns, logos, slogans, and design schemes -- die its timely death?
Who knows? But I wouldn't wait. For the sake of your organization, wrestle it to the ground and kill it yourself.
Note: I'm hopping on a plane shortly to help a highly-regarded and well-known organization do just that.
Posted July 13, 2009
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
When Tom Asacker writes, I read. Opportunity Screams is the right message for the right time.
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