Brand Believer

Today I had lunch with Dr. Judi to discuss our new research on how to measure brand strength through a brand audit.

Companies equate having a brand identity and marketing collateral to having a strong brand. The glossier the imaging — the stronger the brand. In reality, strong brands are robust because they are comprehensive in terms of focus, strategy, and management. Strong brands are designed to create a customer experience that is unique — from the customers point of view. As business people, we have a tendency to believe how wonderful we are all the time. And yes, of course, when something goes wrong it’s always the customers fault.

I was never a “Brand believer,” but kudos to Judi for showing me the light! If you build a brand effectively, it helps lay out the path to success.

I like this blend of academia and the “real world.” And to keep your eye on the ball, remember — good practice comes from good theory.