Brand Spheres
How do brands beat “scaling panis?” So many brands get so big that they begin to be diluted beyond anything that helps UE. Ask someone like GM, Wal-Mart or even Target, how do we perserve experience as we watch our brands enjoy such phenomenal success? It seems bigger might not always be better in all cases.
Perserving your brand as your market cap rises, falls on the shoulders of so many different departments these days it can be tough to get collaboration across all units. Social-media has empowered normal citizens with a power they didn’t have before and now you have to please more than just PR folks when it comes to putting your best foot forward. A dirty aisle at Target can get much more exposure than it would have 10 years ago, therefore its more important than ever to keep a mindful on all aspects of your brand.
Brands are like a sphere because they have so many sides that need to be defined yet remain nimble. Its an ultimate anomaly that marketers face everyday. When you set standards they need to be specific yet flexible and ready to grow.
Don’t get stuck in the now and forget to realize that things change fast and you need to be ready.
