We are exposed to over 3500 brands a day each. Brand orientated businesses are almost twice as successful. 80% of businesses managed with strong brand focus have operating profits almost twice as high as the sector average. Compared to seven years ago, brand was nominated twice as frequently for contributing to success. Brands account for more than 70% of shareholder value. We have shifted from profit generation to value creation for all  stakeholders and we are no longer based on the manufacture and trading of tangible goods but the creation and delivery of intangible services.
If you look at some of the most successful brands/products today, they didn’t exist ten years ago; eBay, Google, Innocent, iPod, Zara and Blackberry. A new culture has emerged, one that involves the words organic, male grooming, downloadable, reality tv, mobile phone, collaboration, individuality, sharing, experience, influence, authenticity and community to name a few.
It’s safe to say that those business that are awake at the moment and, as a consequence, understand the impact of brand management on their customers and staff ,will do their utmost to look forward to put a robust, ever changing strategy in place that isn’t static but dynamic in it’s delivery. That very same business will have four principles running through veins:
  

  • Delivery of strong business basics
  • Clarity of brand messages to both customers and staff
  • Influential leadership behaviours and attitudes
  • A great product and customer experience