The 7 Intractable Dilemmas of Branding
Photo by Tamara Leaver via Flickr
1. Branding is free, yet unless the practitioner charges dearly, the organization will not commit.
2. Branding requires a Ph.D., but there is no curriculum that teaches it properly.
3. Branding is "moral" in the sense that it promotes keeping your promises consistently, but the promise itself can promote good or evil.
4. "Branding" is a poisoned word among those who must execute on it - the average employee will never allow themselves to be "branded" - and so a constant and imperfect substitute is usually required.
5. The very people most pivotal to branding - managers of front-line technical and support specialists - are normally least likely to commit to the organizational development needed to make it happen.
6. Academics - who don't deal with clients day to day - tend to understand branding better than brand practitioners, who do but who are biased by interaction with and need for customers who pay for it.
7. The brand itself is a predetermined outcome, but flourishes only when evolves organically.