Brand…what does it mean?

There are a number of elaborate definitions for what a brand is or should be.  For example, the Canadian Marketing Association refers to a brand as, ” the emotional, physical and intangible attributes that defines a company, product and/or service in a unique manner. “

The American Marketing Association defines brand as, “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”

What this proves is that as an industry we have different views on the fundamental concept of brand, but agree on the unique differentiation that a brand should deliver.

A brand is more than a product or service, it is the sum of all the satisfaction a buyer receives.  Once the reception of satisfaction is consistent, an image is then created in the mind of the buyer which allows the organic development of the brand’s perception.  Ultimately, this perception leads to a promise which is what l believe a brand is at its primal level.  Whether through vision, mission or commitment, a company’s actions will convey what is their underlying promise to the marketplace.

Therefore, it is important for a company to manage its brand through their culture.  A company cannot profess to be a customer-centric organization if internally employees are measured by profit driven metrics.  Some of which outweighs the interests of the Customers, this type of management style is short-term and cannot provide prolonged benefits in markets that are experiencing macro market changes like, globalization, educated consumer base, eco-consciousness and technological advancements and innovation.

Marketers need to engage the employees and create a culture aligned with the company’s vision which capitalizes on it’s unique value proposition.  Creating clarity with internal messages, and ensuring that leadership reinforces and embodies the values and promise to the marketplace.  Developing ways to engage the employees and integrating them into the development and evolution of the brand will ensure long-term success.

Gone are the days when a marketer can measure their achievements through the number of brand impressions they developed in their market space in print, TV, radio…  If Customer engagement and dialogue is not created through effective use of the 4 P’s including campaigns, advertisements, training…organizations will be prone to attack from competition.

Transparency will become a key determinant of future success,  and it is the responsibility of marketing leaders to assist their organizations develop strategies that align with this new paradigm.   Only then can a company realize its true market potential by realizing its unique value-proposition.   The term, ” responsible marketing”  is a skill set that will enable tomorrows marketing leaders, create brands that are entrenched in the hearts and minds of their markets and Customers.  This will provide a true renaissance in brand theory and  management.

I look forward to this new tomorrow, and it’s inevitable impact on the world markets.

Idealism vs. Reality

It is basic human nature to further ones goals through the development of ideals.  Whether it is political, economic or personal there is a constant quest to create the perfect system.    Unfortunately, there also exists a fundamental paradox, complacency; which is the root of all evil, as it relates to progress. 

Take for example an aspirational political view — socialism,  it’s greatest goal is to create a system from which the people govern themselves.  It’s greatest drawback, complacency which has rendered the system weak.  The areas in which it is most weak are in development and innovation.  Because standardization of goods and services is required free thinking gets stymied.  Additionally, it’s hopes are that every individual within the society performs their roles at their full potential.  We know this to be theoretically true, but realistically unachievable.  The system will be marred by those who procrastinate, feel inequity or just unable to manage the quotas.  

Our free-market system is not exempt from this disease, complacency within organizations has hindered growth and impeded product lifecycles which directly effects innovation pipelines.  Individuals that fear fresh ideas suffer from  ”threat to the old guard” syndrome and perpetuate a protectionist behaviour which leads to poor productivity and performance for organizations.  This has left many an organization lifeless or dying in its wake. 

What can be done to eradicate this evil? Allow individuals the opportunity to grow in vocations which they enjoy.  Retrain those that are not aligned correctly, and take responsibility for ones own actions.  You have more of an effect on your respective economies than you may think.  Fundamental change is required in order for the global community to survive and thrive in the new millennium.  Let’s each do our part to make it a better place for future generations.

What is Sustainability?

What does sustainability mean? Is it an aspiration veiled in a lie, or can we truly as a society have the moral conditioning to do more for our species, community and world around us.  I believe that it begins with one act, whether it is true of heart or driven by a need for recognition.  A single act can influence the behaviour of an entire cause. 

Many individuals and organizations are proposing this “wait and see” tactic.  They feel that a clear leader will be created within their spheres of influence.  What we need to understand is that waiting for a leader to emerge or someone to publish a ”how to” guide is in and of itself unsustainable.  By making the conscious decision to do something, however small, is the real necessity that we as individuals and society need to encourage.  As the old  adage goes a tidal wave begins with a single ripple in the water.  May our future only hold tsunami’s of change.

Ultra-Darwinism

One form of evolutionary theory is Ultra-Darwinism, which relates development not to survival of the fittest, but of the fittest genetic material. In socio-cultural evolution, the equivalent of the gene has been called the meme, an idea, saying or ritual which propagates itself through a society in much the same way as the spread of a computer virus.

It is evident that evolution can be related to not only socio-cultural change, but organziational development.  The basic premise of evolution theory is that when faced with challenging conditions the most innovative and ingenious species, cultures and organizations adapt and change.  Thus, technologies could be considered memes carried by organisations and replicated at different levels within an organisation and beyond. What can also be considered memes are the employees within an organization.  If they embody the best and brightest, then their ideas become the catalysts for change.

What is clear about evolution theory, irrespective of what area is being researched is that when faced with widespread challenges within an environment, market, economy or social system a pruning of the weak occurs.  That is, the innovative, most nimble and quick to react evolve and adapt to meet the requirements of their surroundings.   It forces shifts to occur, and re-engineers organisms, organizations and cultures into more refined beings and entities.   This is where the truly strong survive. 

We should all take a long hard look at ourselves and our impact on our environment.  Are we the agents of change, or the impediments to future success.  Only time will tell.

Hello world!

This blog will serve as a forum for me to capture my thoughts, views and goals relating to marketing.  I hope to gain insights from anyone with relevant experience or knowledge on the topics l cover.