Skip to main content

Brand Management: It's A Marathon, Not A Race

I've been on a healthy lifestyle plan for five weeks now. Basically a New Year's resolution.
Got on the scale yesterday after a two-week break.
Nothing had changed.
I tried to tell myself that it must be the blazer I was wearing. Also the shoes and the fact that it was nighttime. You know you lose 5 pounds between nighttime and morning, right?
But soon enough my resoluteness faltered and I was tempted to go home and fix myself a gigantic bowl of noodles. And cheese.
Fortunately then my rational mind took over and reminded me:

"It's a marathon, not a race."

I realized that having green tea and spinach and avocados was a long-term investment in my health, and it's not so much about weight loss.
Whereas eating a lot of noodles with accompanying muenster, cheddar and pepper jack cheeses would definitely result in getting seriously overweight.
I realized that the key metric for wellness is not weight but whole-self wellness. And that the right habits are going to get you there: healthy eating, drink green tea and water, meditate, sleep, and walk a little.
The same thing goes for your brand. It's not about rising to the top meteorically. It is about doing the right things every minute of every second of every day: most importantly, establishing a great organizational culture.
Sure you can rely short-term metrics as an indicator of how your brand is doing. But they're no good.
Just like you can go on a crash diet anytime and lose five pounds - maybe even 50.
But underneath the weight loss is a crack in your body's health system. You've strained it.
In business and in life, slow and steady and logical wins the race. Hire good people and treat them well; do the same with your body.
The kind of success you build won't be easy to dislodge.
You really don't want to be bragging today, and falling down off that wall tomorrow.
______________________
Copyright 2015 by Dannielle Blumenthal, Ph.D. Dr. Blumenthal is founder and president of BrandSuccess, a corporate content provider, and co-founder of the brand thought leadership portal All Things Brand. The opinions expressed are her own and not those of any government agency or entity or the federal government as a whole.

Popular posts from this blog

What is the difference between "brand positioning," "brand mantra," and "brand tagline?"

Brand positioning statement: This is a 1–2 sentence description of what makes the brand different from its competitors (or different in its space), and compelling. Typically the positioning combines elements of the conceptual (e.g., “innovative design,” something that would be in your imagination) with the literal and physical (e.g., “the outside of the car is made of the thinnest, strongest metal on earth”). The audience for this statement is internal. It’s intended to get everybody on the same page before going out with any communication products.Brand mantra: This is a very short phrase that is used predominantly by people inside the organization, but also by those outside it, in order to understand the “essence” or the “soul” of the brand and to sell it to employees. An example would be Google’s “Don’t be evil.” You wouldn’t really see it in an ad, but you might see it mentioned or discussed in an article about the company intended to represent it to investors, influencers, etc.Br…

What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

________________
All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

Nitro Cold Brew and the Oncoming Crash of Starbucks

A long time ago (January 7, 2008), the Wall Street Journal ran an article about McDonald's competing against Starbucks.
At the time the issue was that the former planned to pit its own deluxe coffees head to head with the latter.
At the time I wrote that while Starbucks could be confident in its brand-loyal consumers, the company, my personal favorite brand of all time,  "...needs to see this as a major warning signal. As I have said before, it is time to reinvent the brand — now.  "Starbucks should consider killing its own brand and resurrecting it as something even better — the ultimate, uncopyable 'third space' that is suited for the way we live now.  "There is no growth left for Starbucks as it stands anymore — it has saturated the market. It is time to do something daring, different, and better — astounding and delighting the millions (billions?) of dedicated Starbucks fans out there who are rooting for the brand to survive and succeed." Today as …