The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Decision making is at the heart of this common brand problem…
Common Brand Problem Number 35: Decisions that adversely affect the brand are made outside of the brand management context
Analysis: Corporate executives, general managers, engineers, production managers, salespeople, and others frequently don’t consider the impact on brand strategy or equity in such decision making.
Key Point: When making decisions (ranging from mergers & acquisitions, product extensions, and cost cutting to outsourcing critical customer services, producing private label products to fill production capacity, and offering price discounts to meet quarterly revenue goals) – always consider the impact on the brand. This highlights the importance of the CEO assuming the role of chief brand champion—and the importance of creating a brand building organization.