Losing Brand Focus - Change For the Sake of Change

Losing Brand Focus - Change For the Sake of Change

This is often always a whole steward's nightmare. Boardrooms talk concerning the importance of innovation to keep the company vibrant and previous the game. However many corporations translate this into amendment merely for the sake of change. Without clearly understanding the whole relationship with the customers amendment will be fatal to a brand.

Wendy's is an example of how a complete lost its manner with the sudden death of its founder, Dave Thomas, in 2002. The corporate continues to struggle to seek out its whole voice without Dave leading the way. This can be usually a drawback when the owner/founding father of a company is also part of the brand.

The biggest dilemma facing several brands is internal boredom. The will to vary the planning and feel of a brand. The need to make it new and modern. The aspiration for brand managers to put their own mark onto the brand. Make sure the aim for making changes to your complete is clearly understood and doesn't try to alter the complete's DNA.

Pizza Hut has been struggling trying to seek out its brand positioning (a terribly costly means of understanding how the brand is connecting with its customers). Unfortunately, they keep changing the messaging and executions within the hope of connecting to their customers. They must pay more cash and time on understanding their relationship with their customers than continually changing their advertising direction.

Brand line extensions are another complete folly. There are some natural and obvious line extensions and there are some ambitious makes an attempt to get customers further embracing the brand. Virgin Group Ltd., the parent company's to the over two hundred Virgin branded company beneath the control of its billionaire founder, Sir Richard Branson, has shown that a relevant complete position can extend beyond many business sectors starting from mobile telephones, to transportation, travel, monetary services, leisure, music, holidays, publishing and also the list goes on. If you visit the Virgin Group website they state that "Virgin stands for value for money, quality, innovation, fun and a way of competitive challenge." It is through these complete values that permit the Virgin brand to transcend across a multitude of businesses as a unique and distinct brand. While BIC pens complete promise didn't permit them to extend their whole into pantyhose (what where they thinking!). They did successfully extend the BIC complete to water sports equipment (go figure!). Whoever heard of disposal surf boards?

The more unique, relevant and credible the brand promise is, the larger the prospect its brand extension can be successful. That is why Paul Newman's food product succeed and Willie Nelson Biodiesel Fuel and Lance Armstrong's LiveStrong mutual funds failed. Customers may love Nelson's music and respect Armstrong for his several "Tour de France" cycling races; their whole promise has no connection with customers concerning automotive engines and finance.

The ethical of this story is don't play with a successful complete unless you really understand the brand affiliation with its consumers. The Virgin Cluster's example shows how a complete promise is bigger than a product (a plane, cellular phone etc) but is intricately linked to the core values that drive the entire Virgin group of products. This complete promise connects each product strongly to the brand and to the consumer. A Virgin medical centre might not succeed.

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