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Looking back on my ten years of brand consulting (and seventeen years of marketing management before that), I realize that I have witnessed the same problems occurring over and over again in slightly different ways with different brands, companies and industries. Here is one of the common recurring problems. (I have identified 41 of them so far. I may share some of the others in subsequent articles.)
The Common Brand Problem: Branding decisions are ego - versus analysis - driven
Analysis: I have seen this happen many times. One company acquires another one and forces its name on the acquired company’s products when the acquired company’s brands have much higher awareness and positive associations than the acquiring company’s brand(s). Or, the CEO doesn’t care what the research says or what his experienced chief marketing officer says. He wants to do it this way. Or, a new marketing VP is hired and changes something just to put his own mark on it regardless of whether the existing logo or tagline or marketing campaign was working well or not. Or, he does not want to back down on his decision regardless of what the new research study says because he would look like a fool if he did. Better to “bury” the research study than to look bad. Or I have even witnessed top managers sabotaging each other’s marketing decisions and approaches just to gain “the upper hand.” It’s all about maintaining control and the perception of invulnerability.
Key Point: Buddhism and other religions focus on transcending the ego. Many psychotherapists help their patients do the same. Maybe you should suggest to the offending party that he might enjoy exploring Buddhism or seeing a therapist – or maybe not. At least always try to bring the conversation back to the facts and maybe subtly influence the offending party to think that the most logical course of action was his own idea for which he will receive much admiration.
Brad VanAuken is president and founder of BrandForward, Inc., a full-service brand management consultancy with clients throughout the world. Previously, Brad was the vice president of marketing for Element K, a leading e-learning company and director of brand management and marketing for Hallmark Cards, Inc. During his tenure as Hallmark’s chief brand advocate, Hallmark received the Brand Management of the Year award. Recognized as one of the world’s leading experts on brand management and marketing, Brad is a much sought after speaker and writer. He wrote the books The Brand Management Checklist and Brand Aid. His free online brand management and marketing newsletter is read by thousands of marketers throughout the world. Brad has a BS degree from Rensselaer Polytechnic Institute and an MBA from Harvard Business School.
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vanauken@brandforward.com
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BrandForward, Inc.
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