THE POWER OF BRANDING.
Clear differentiation and positioning are the keys to the success and to obtaining a strategic competitive advantage of any brand.
Marketing is short-term and tactical. Branding is long-term and strategic. Marketing has moved from what the product has, to what it does, to how it makes people feel. Today’s customers want more than products, more than features, more than benefits, even more than experiences. They want meaning. They want a sense of belonging. They want creative control over their life stories. Empowered customers will move heaven and earth to ensure the success of a brand, happily attracting others to the tribe with their magnetic sense of commitment.
Successful businesses are those that continually adapt to changes in the marketplace, the industry, the economy, and the culture. They behave more like evolving organisms than organisations. Unlike the old corporate identity paradigm that prized uniformity and consistency, the new brand paradigm sacrifices those qualities in favour of being alive and dynamic. Branding is the process of connecting good strategy with good creativity.
Branding bridges the gap between strategy and creativity, between logic and magic.
Investment in branding is a guarantee for sustainable competitive advantage.
PEARLS OF WISDOM.
"If no one has done this before," the executive asks, “why should we take a chance? Why not just wait until someone else tries it, then jump on board if it works?"
Of course you can, if your goal is to follow. But if your goal is to lead, you have to embrace design. A designer is a person who searches for better and better solutions to what could be, when others are satisfied with what is. That’s why innovation is so hard, and why it confers such a powerful advantage on those who master it.
– Marty Neumeier