Like Number 10, Number 11 of the 40 Most Common Brand Problems manifests itself in the corner offices and hallways of an organization. Have you experienced number 11?
Common Brand Problem Number 11: Senior managers do not understand what the brand stands for
Analysis: This could well be the most pervasive and detrimental problem of all. The consumer will never be able to understand what the brand stands for and what its points of difference are if your management team doesn’t.
Key Point: It would behoove you to gain the CEO’s support and to involve the management team in a process of defining what the brand stands for, including its target consumer, essence, promise, personality, and marketplace positioning. At The Blake Project we call this The Brand Positioning Workshop. A particularly important part of the exercise is to gain insight and consensus on the brand’s most compelling point of difference. Managing the transformation of your entire management team into well-informed brand champions may be a difficult process, but the investment of time and effort will be well worth it.
Sponsored By: The Brand Positioning Workshop
I agree entirely. Some CEO’s get it and many don’t. Some get it and are happy to serve as the brand’s public face.
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Don’t you think that in most successful “brand-led businesses” have a CEO who does more than be “involved”in the process of brand vision and positioning… they lead, drive and push this through the whole business. They ARE the brand. I’m thinking Steve Jobs/Apple, Michael Dell/Dell, Geoff Bezos/Amazon. They might not use a complex brand pyramid or tool, but they have and communicate a very clear vision for their brand.