Brand Strategy
Building a strong, focused brand is among the most important and difficult phases of the marketing process. Some major corporations talk a good game about their own brand, but when asked, are powerless to express what it stands for or where it’s headed. Others micromanage a brand to the point of paralysis—or worse, confusion. But even the least experienced brand managers among us know: ignore your brand at your own peril.
Compare branding to successful parenting: agree to and establish objectives; protect it when it’s too young to defend itself; create a framework flexible enough to accommodate change; never spoil or smother; and when mature, trust it to capably withstand challenges. (And don't name it something stupid.)
