As promised in "Attract and Stick, Part 1" now available on AllBusiness.com, I'm starting a blog arc based on a series of branding questions I've asked repeatedly over the past few months. We're going to start with the twofer, "How does one rebuild or redevelop his brand? What are the steps?"
There are lots of reasons for rebuilding and redeveloping a brand. Let's consider three;
- the existing brand has become tarnished and now generates a negative impact in the target market,
- the corporation is losing market share and wants to re-establish itself in that market,
- the corporation is moving into new markets and wants to establish a brand in those new markets.
This admission needs to come from someone at the top of the company's management. Once the admission is made, this same person needs to explain what the company is doing to improve its situation. The very last item is the demonstration of a new brand superseding the old, existing and tarnished brand.
The best example of this in recent history was Lee Iacocca turning Chrysler around.
(more to follow)
Please contact NextStage for information regarding presentations and trainings on this and other topics.
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- XChange on 20-21 Sept 07
- DC Emetrics Summit on 14-17 Oct '07
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
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