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Common Brand Problems

Overcoming Common Brand Problems – 10

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Overcoming Common Brand Problems

We’re at number 10 of our countdown of the 40 Most Common Brand Problems. Sometimes it’s the marketing manager that is part of the problem…

Common Brand Problem Number 10: Frequently changing your brand’s positioning and message

Analysis: New brand managers and marketing executives often feel as though they need to make a name for themselves to continue the climb up the corporate ladder.

Key Point: Don’t succumb to the temptation of doing this by changing the advertising campaign or the brand slogan, especially if the current ones are working well or haven’t been in place long enough to assess their effectiveness. Consistent communication over time is what builds a brand. After all, Hallmark has used its “When You Care Enough to Send the Very Best” slogan since 1944; the Marlboro Man has been Marlboro’s icon since 1955; and Absolut Vodka has featured its bottle’s shape in consumer communication since 1978. If you do make changes, make them gradually and in an integrated fashion based on sound consumer research.

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2 Comments

rhonda page on November 23rd, 2006 said

One of the most common branding problems that I’ve encountered is senior management not buying in to it. When a company is not brand focused and marketing does not have the attention of the CEO it is very difficult to accomplish branding in a meaningful way.

Derrick Daye on November 23rd, 2006 said

Rhonda, we feel your pain. Stay tuned, we will be going into this in the days ahead as we explore the 40 Most Common Brand Problems. Please feel free to share more…

Derrick

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