We all know that advertising budgets have taken quite a beating in the current economic client, but I’ve been quite heartened to see that a number of companies are using what budgets they have to take a second look at their corporate brand. For example a branding project that we are rolling out currently has the full support and attention of the very top. The CEO on down to his deputies on down to HR, Quality Governance and Marketing have been actively participating in the brand exercise. Buy-in has been built-in. There’s a genuine enthusiasm company-wide to embrace the newly clarified brand identity since it is an accurate reflection of their values today and their ambitions for tomorrow.
In the article Is AOL Perfuming the Pig or Moving the Needle? on Adage, Dean Cruchfield says: “great brands are built by igniting big ideas, creating dynamic leadership, supporting the right talent and encouraging the culture.” In otherwords, it’s not about new colors and fancy logos and a strapline, it’s about having your true brand warriors (company staff) fully believe in, embrace, support and promote the big idea. Such enthusiasm is infectious and will invigorate/activate current and prospective customers. It’s the best kind of advertisement you can have.
