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  1. Scott White
    Nov 13 - 6:32 am

    Great post and very true. Many companies don’t understand the internal branding effort. They think if you just communicate the brand identity people get it…ah, no, they don’t.

  2. Denise Lee Yohn
    Nov 13 - 10:51 am

    Amen! I couldn’t agree with you more — company leaders seeking to maximize their brand impact often turn first to the “usual suspects” – their logo, advertising, or pr. But these only express the brand. Companies that want to leverage the full value of their brand must express AND operationalize it. That is, the brand should drive the organization, guiding every single business task.

  3. John Heaney
    Nov 13 - 11:51 am

    Great post, though I’d like to add one other defining component that contributed to each brand’s success: authenticity.

    I’ve worked with too many companies who want to reposition themselves in ways that are counter to their actual strengths and in direct contradiction to how their clients perceive them.

    One manufacturing company wanted to position themselves as the leader in engineering and development when they were competing with firms that were 10 times their size, spending vastly more money on R&D each year. Rather than focus on their distribution strength and responsiveness, which was truly unique, they wanted to be something they weren’t. As you can guess, their effort to reposition themselves failed to gain any traction with the clients who all knew better.

    Apple is authentically design driven and innovative. Puma designs fashion forward shoes. And Tom Ford revitalized Gucci with the glamour that it had lost. Each company focused on what it did best and then communicated their inimitable strengths through consistent design.

  4. James
    Dec 06 - 1:18 pm

    Couldn’t agree more, but wonder how you would categorize Landor’s role in Federal Express becoming FedEx.

    (If you believe Landor’s home page, they believe brand drives strategy, not the other way around.)

  5. Martin Bishop
    Dec 07 - 12:30 am

    I think Denise expressed what I and (hopefully) my colleagues at Landor also believe. That brand can and should be the driver of the organization, guiding all business activity. If your brand doesn’t tell you what you should or should not be doing, it’s just an empty promise.

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