It’s a company’s brand that uniquely identifies them within their particular industry. Occasionally however a company comes along every so often with a brand that is so strong, it not only identifies itself within the industry but, it literally defines the industry. In Atlanta, where I live, when you order a soft drink at a restaurant, you can order anything you want as long as you order a Coke. It doesn’t matter if you’re ordering a Sprite, Fanta, or Dr. Pepper. It’s all called “Coke” down here in the South, they’ll clarify what kind of Coke you want after you order. This shows up with other products as well. I mean how often do you hear adhesive notes referred to as “Post-its?” And when someone needs a tissue they’re usually asking you for a “Kleenex.”
The sobering reality is that like it or not your company already has a brand, your church already has a brand, and…you…you already have a brand.
Recently I had the opportunity to sit down with a couple of incredibly talented (not to mention ridiculously successful) gentlemen who live in the “Branding World” twenty four seven. Below are a couple of key takeaways from our conversation:
Posted in Creative Arts, Leadership