During a group exercise on “Branding” at a recent development conference, my table was asked the question “how well did our organizations do with developing and promoting our brand”? After much discussion our collective response when reporting back to the bigger group was. “We suck at this!”
Turns out we were not alone in that sentiment as many other agency reps from CEO’s to front line managers all admitted they didn’t really know what their brand actually meant, that they didn’t promote their brand, and most couldn’t articulate what it was beyond their logo.