Today we’re adding a new entry to our list of Common Brand Problems, though the problem itself is quite timeless.
Common Brand Problem Number 41: Branding decisions are ego versus analysis-driven.
Analysis: We 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 we 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.
Click here to explore 40 other most common brand problems.
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