The branding zone: where business strategy meets operational reality

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Does your brand deliver what it promises? To make that happen, both strategy and operations must be on the same page.

Strong brands aren’t just the result of a brilliant brand strategy or excellent execution. In fact, the best brands are companies who have figured out the ideal mix of both. To illustrate the importance of that concept, I have often used this simple chart: The Branding Zone Model for Living Your Brand.

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My favorite branding clients have been companies that “bend sheet metal for a living.” In other words, they are industrial enterprises such as Dresser Inc., or technology equipment suppliers such as ThermoQuest. Their executive teams are sharp professionals, but most began their careers as engineers or chemists, not business managers.

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