Quick post while I wait…
Have you ever pondered about the true cost of doing things without a (good) brand strategy?
In other words: execution without a brand strategy is “arbitary marketing”. This is an extremely expensive pasttime which leads to nowhere and nothing, and incurs huge opportunity costs.
Here, let’s use a metaphor of building a house:
-A brand strategy is like a blueprint to build your ideal house, right down to colour.
If you don’t do things with a clear brand strategy, or with any form of brand strategy at all, then there will never be such house.
All effort and hard work will be spent on nonsense because there is unclear direction, or a weak unique selling point.
So why don’t people hire brand strategists from the start? Actually, I don’t know. It is silly and a great pity to not do that.
And perhaps a greater sin is to not see the value of doing that, or to think that branding people are nonsense.
Far from the truth, actually. You don’t build a house or any form of appreciating asset without a blueprint, do you?