“Marketing is no longer about the stuff you make, but about the stories you tell.” -Seth Godin
Branding isn’t just logo, look and feel. It’s the heart of the business. It happens when the business knows itself well enough to keep a promise. But they don’t keep every promise the industry makes, but just the promise they make to the market. But in order to do that, you need brand leadership that privileges doing things the way of the brand, and not the way of quick rewards.
The ideal brand leader is a systems thinker, who understands the brand and its effect on people and knows how, where and when to use data, without getting in the weeds.
This person puts the brand first, building value, and then seeks efficiencies in the communication process, ensuring you’re taking leadership over how the market thinks about your brand.
I’m interested in your thoughts and questions. Please comment below.