Thursday, February 21, 2008

Sound Branding Ideology Found in The Unlikeliest of Places

A plaque on the side of the civic center in downtown San Francisco commemorates the spirit of strategically-minded industry and its benefit to mankind.

Looked at another way, it provides a welcome if unexpected dose of good branding sense:

Too often vision and action are not in lock-step under the guidance of those responsible for brand development.

Too often, these stewards lack the creative and strategic acumen to define a vision that will galvanize people not only within the company but in the marketplace too. With the relentless focus on this quarter’s results, there is too much of a willingness to give up a vision for a focus on today.

We at OFD believe that the management of the brand cannot be separated from sales. Done correctly, product marketing can actually build the brand. And the branding can trigger sales. All to often does not. The result is less efficiency and erosion in the brand. We shall write more on this soon.

In the meantime, it is good to find inspiration behaving like it should, emerging in the most unlikely of place.

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