Does your brand need CPR, or is it a DNR?
Your brand is on the operating table. It’s flatlining. Faster, quicker, better ones have taken all the oxygen and yours is fighting for its life. Imagine the scenario…
Dr Marketing: ‘charge to 150. Clear!’
Boom. No response.
Dr Marketing: ‘Again! Charge to 300. Clear!’
Boom. No response.
Dr Finance: ‘you’re going to have to call it, Dr M’
Dr Marketing: ‘no! there’s life in this brand yet! I just know it! If we can just try one more time then maybe there’s a chance…’
Get the picture? Yep, we’ve all seen Holby City or Grey’s Anatomy, or something like them.
But when did you last think of your brand as a living, breathing thing? As a ‘child’ spawned from your company’s vision-loins? When did you last give it a makeover or a new outfit? I’m sure this is stuff we all know. The question is this: how often do we apply it? Thing is, a brand, like any child, needs to be nurtured in order to grow and develop. It needs boundaries and guidelines within which it can forge strong bonds with its environment and learn from social mores and trends. This doesn’t mean it becomes subsumed by them, merely that its personality learns to move with (or in some cases, shape) its peers and its advocates.
Michael Brenner, Head of Strategy at Newscred, asserts that we are seeing B2B brands create content that [we] would expect to see a consumer brand create, and that the approach is the same. (Catalyst, issue 2, Jan 2016).
So how do we do it? We can start by embracing the social environment and nurture the nature of the very DNA of our brands. We can create evolving propositions, place them in new soil and demonstrate how they are applied in a way which adds value and sees them happily accompanying advances in technology to meet (and exceed) user needs and demands. In so doing, we generate post-purchase affirmation and make opportunities for new adopters to engage. After all, a brand lacking in any aspect of relevance or engagement is already on the operating table.
It’s just that at some point, if it stays that way, it’ll sign its own DNR.
Which brands do you think are already on the table? And which ones have come back from the brink?
Author: Rachel Kelsall, April 2016.