In a story from The New York Times this morning about the toll the chaotic Trump administration is having on senior staff, the reporter wrote “With an erratic boss and little in the way of a coherent legislative agenda, they are consumed by infighting, fears of their legal exposure and an ambient sense that the White House is spinning out of control.”
People, president and politics aside, let’s look at the central theme of the quote. No coherent legislative agenda. Good governments require coherence in their agendas. So do brands. When a brand has a coherent agenda, marketing and business become easier. Chaos in not an organizing principle. Brands without coherence are brands without growing customer bases. (Imagine if the product was inconsistent. Imagine if the logo changed monthly. Imagine if retail was spotty. Incoherence.)
No matter the company or category, articulating a brand strategy (one claim, three brand planks) is critical to coherence. Now, back to your regularly scheduled news program.