Brand integrity should be important to any major organization because it defines the company’s products, its image and its reputation. When you think of their products, services and mission, big iconic brands like Google, Harley Davidson and Coca-Cola, you think of these big companies and their logos come to mind. Just about everyone can tell you the colors in Harley’s logo or can easily visualize the Coca-Cola logo. The second thing that comes to mind is either it’s products or its reputation. Most of the time these are tied together.
Coca-Cola ‘s brand integrity was always rock solid and then back in the 80’s, for whatever reason, they decided to change their 100+ year old recipe and their core customer base became enraged and confused. Who was the happiest with the change? The execs at Pepsi. After what must have seemed like 3 of the longest months of Coca-Cola’s life, they changed it back and called it Coke Classic. Coke broke the cardinal rule of marketing, they played with their brand integrity. The moral of the Coca-Cola story is, don’t fix what’s not broken.
We shared a post a few months ago about global brand rankings over the last 18 years here and it is amazing to see the shift technology has played in taking down some of the most iconic brands on the planet. Look what happened to Toys R Us and Sears. It also shows you that marketing and brand professionals can’t sit back on their heels. At any time, any brand, including your competition, can blow right past you.
Brand integrity is not a sprint, it’s a marathon, but it is critical in the long term success of a brand integrity. If you’re in charge of brand marketing, tell the story of your brand and the product(s) and service(s) you provide, especially through those who retail your products.
“A BRAND IS NO LONGER WHAT WE TELL A CONSUMER IT IS – IT IS WHAT CONSUMERS TELL EACH OTHER IT IS”
SCOTT COOK, FOUNDER – INTUIT
Social media is the ultimate equalizer empowering your consumers to tell your story.
As we are full throttle into the Digital Era, it has never been more important to leverage social media to bring attention to your brand. That is exactly why I created ThumbStopper. At ThumbStopper we say, “Your Brand, Everywhere.”.
- Posted by Matthew Brown
- On April 22, 2019
- 0 Comments