Posts Tagged ‘custodian of the brand’

The Essence of Branding and Rule #1 of Marketing – when you have a logo that people recognize and that’s successful – You don’t change it – That is the essence of branding!  Actually it’s a state of branding that many companies would do anything to have and honestly, very very few ever achieve.

Being branded takes many years and tens of millions of dollars to accomplish, if not more, but most importantly, once you are branded in the marketplace – it’s what separates you from the competition.  Especially from the knock off artists and others who are trying to ride on your coattails.

Case in point, you can walk down the aisle of any grocery store anywhere in the world and when you see a red 12 ounce can with white script lettering you instantly know it’s Coke.  Or if you see a dark blue can you instantly know it’s Pepsi.

The same goes for many top tier brands; Ford, Prada, Gucci, DKNY, etc etc.

I find it shockingly stupid and absurd that the current GAP management would consider changing it’s logo.  I could understand if the company was in deep financial trouble or on the verge of bankruptcy.

I believe there comes a point in a brand’s success or, as I like to call it, “character arc” or “progression” where the public is so vested in the brand, its success and instant visibility are assured.  The brand is always their choice.   Maintaining that vested commitment and recognition is the CEO’s and upper management’s sole purpose.  This is what I mean when I talk about “the custodian of the brand.”

That is, deliver what the buyer – who ultimately pays their check by buying the goods and services – wants.  Meaning: “if it’s not broke…. don’t fix it.”

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