Brand Strategy. Really?

Increasingly, more and more theories, buzz words and approaches to brand strategy are being created as a means of differentiation, attraction and salesmanship by companies in the marketplace. And similarly, this very same dynamic is flourishing within client cultures and manifesting itself in conversations awash with buzz words and vogue terms. The unfortunate offspring of this dynamic both externally and internally has become a far greater degree of valueless complexity, lack of clarity and uncertain direction. What needs to be discussed with far more courage and tenacity around any given table is the fundamental purpose of strategy. Three simple thoughts i find useful in setting up, evaluating and questioning strategy in broadest level are these: think of them as a master check list applicable to any and all brands and categories.

1. strategy is about making choices and not compromise. it is the very practice and application of distillation: going wide in thought, analysis and creativity, then making firm decisions about what to keep and what to leave out. if a strategy isn't pointed and prejudiced it's likely vanilla. the more accurate, the more concise, the better the idea.
2. strategy is about the basic values you're trying to deliver to people. if the brand can't define itself why would we expect people to define it for us. if that's the situation you find yourself in, then one must really question the validity of the brand itself. people aren't attracted to or merely need more stuff...they are however attracted to and desirous of more stuff with imbued purpose and meaning. that's the fundamental difference between a commodity and brand.
3. strategy is about the courage to be different than your competitors. if everyone is going to the same place - saying the very same things, looking, behaving and talking alike - it causes people to choose on price. you know you're beginning the journey of 'different' if you can decrease the price elasticity of your brand in market and create differentiators of choice that super-cede the category itself.

Get your check list out. i know i did today on these very same issues, and only gave a final grade of C+, but the conversation certainly got far more interesting and productive.

Comments

[generic viagra]

I have been desperately looking for an article that is related to my project that has been given to me by my professor. Alas your article came to my rescue and after a lot of scavenging, your article was the right guide to complete my project. Thanks!!!

[Kamagra]

Very interesting post... something really informative... I wish to read something like this again... we keep coming back to your blog..

[treatment for candida]

I can see that you are putting a lots of efforts into your blog you have interesting content that I would be using in the future.

[Generic Viagra]

What an amazing post that I have ever come through. It gives the information that I was really searching for the past week and I am really satisfied with this post. Need more like this. Thank you.

[Discount Viagra]

This article is just too amazing. I am so impressed by the article that I shall request my near and dear ones too read it too. The piece of information written by you is so interesting. I have never read such a good and fully informed article like this.

[generic viagra]

I was kind of addicted to the same thing that you had mentioned in this topic, but after reading your article, I realized that this ain’t what I have to suffer from or experience. I hope to work harder against this addiction.

[kamagra]

It's obvious that your knowledge of the subject is deep and this made for a very interesting read.

[tiffany jewelry outlet]

I read with great interest.Your article looks great!

[tiffany & co outlet]

Your article looks great!Thanks for you sharing. I love it.

[refrigerated trailers]

I can tell it's written professionally. You are talking with experience.

[delmon young jerseys]

I wanted to follow along and allow you to know how much I treasured discovering your blog today.

[viagra]

Thanks for sharing such an interesting post with us. You have made some valuable points which are very useful for all readers

[luis aparicio jersey number]

I hope you have a nice day! Good article, well written, very thought out. I look forward to your articles more time in the future.

[pena jersey rays]

We still can’t quite believe that I could be one of those reading through the important suggestions found on your blog.

[favre jersey youth]

Some time to read what is written on the blog main pain in the ass, but the site is very happy user!

[emmitt smith jerseys]

I like everything positive. I’m on this website since the first day of its existence and I have never seen anything negative on it. This website is made by people, who think positive and who have many things to tell others. I love this website, I always get positive emotions from it and I can stay here the whole days and nights!

[buster posey jersey world series]

Share my thoughts, this is a good place. I am willing to stick in here, watching it grow.

[Patrick Burrell jersey]

Thank you for your excellent article. 

[lance briggs jerseys]

I and my family sincerely thank you for your generosity, giving me the opportunity to pursue my chosen career path.

[curtis granderson jersey shirt]

I do not know how we got 10 years ago, but the print media. .

[New Orleans Hornets Jersey]

Hello, I like this. It is really helpful to me. If you are looking for others Ican try to help mine the link. Please test my hyperlinks, you will be able to create a things you like. Thank you.

[Caverta]

Great information you got here. I've been reading about this topic for one week now for my papers in school and thank God I found it here in your blog. I had a great time reading this.

[best Ukraine and Russian girls]

Thanks for this post! I was kind of addicted to the same thing that you had mentioned in this topic, but after reading your article, I realized that this ain’t what I have to suffer from or experience. I hope to work harder against this addiction.