brand strategy compliance

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Yesterday’s post was about adherence to the brand strategy. A great brand strategy is the elixir for marketing success but compliance is the key.

In Nicholas Kristof’s Op-Ed piece in the NYT today he suggests paying Congress based upon Americans’ health. If healthcare gets better, they get paid more. The problem with healthcare, however, is also adherence. You can lead a grandpa to the medicine cabinet but you can make him medicate.

The way we mete out medicine and follow up with patients to insure compliance is an important part of the Affordable Care Act. Phone calls from docs, more office visits – a preventative approach – is how the ACA aims to improve compliance.  In brand strategy adherence, as I mentioned yesterday, a brand steward or brand compliance officer is a step in the right direction, but a companywide behavior change is even more profound. For that, as with congress, perhaps financial incentives are required. At least to prime the pump.  Long term, company growth will ultimately be the financial incentive.

Let’s incentivize compliance. It’s the American way.

Peace.

 

 

 

 

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I help companies help themselves. Brand strategy isn’t a tool.  It’s an organizing principle for tools.   The thing about brand strategy is, if you don’t believe it and follow it, it’s worthless. If you don’t enculturate it into the company to truly drive innovation, experience and customer facing communications, you’re not in compliance. Effectively you are driving the car with no destination.  Or a destination of “make more money.”

I see lots of consultants on Twitter who start their profile descriptions saying “I help companies optimize their quack quack quack…”  Brand strategy puts the keys in the company hands, not the consultant’s. Stakeholders who understand this are the ones who succeed.  

When you sign up for a new website or app you have to read and acknowledge the disclaimer.  As a business practice, I should have customers sign a disclaimer statement that they will actively comply with the principles of the brand strategy.

Hmm. I like it.           

Peace.

 

 

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Brand Leavening.

Yesterday I posted about brand compliance. Today it’s about the next step, brand leavening. With a strong brand strategy (one claim, three proof planks) and a smart CEO or brand compliance office to push the strategy, leavening of the brand idea can occur. As the understanding of the brand idea and planks grow within a company, life all around becomes easier. Everyone knows what they are doing and why. When a brand strategy is practiced throughout a company a more collegial feeling grows among employees.

Why is it that a 4-year college grad roots for his/her college sports team(s) for decades, while an employee of 6 years may not give second thought?  There’s a fealty to colleges that many companies can’t duplicate. A leavening takes place at college. A purposeful commitment.

Companies and brands with well=leavened brand strategies engender loyalty. It’s how one enculturates an organization.  Tink about it as my Norwegian Aunt would have said.

Peace.         

 

 

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