A brand strategy conundrum that rears its head quite often in our business is: Is the brand what brand leaders say it is? Or what consumers say it is?
I can make a case for both. And, frankly, both can be correct.
However, without brand leaders adhering to tight strategies, there is simply no place for planners in the business.
When asked about brands, consumers often play back the advertising campaign they recall. Without a stout strategy driving that advertising, consumers are really just playing back ad mementos. Not organized brand values. Strong brand strategy gives form, muscle and meaning to advertising. Then — and only then — is a brand what the consumer says it is. Because it’s being curated and managed.
We are farmers. We seed, we plant, we cultivate. Then we harvest. We don’t leave the fields fallow, untilled or simply ornamented.
If we do, it’s confusing to consumers.
Peace.
