Masthead Find out who wields the almighty pen. Contributors BrandNEWS collects top industry minds. Read other reader responses. Implementing strategies and tactics using the wrong model is like designing and building the world's fastest boat and then trying to set sail in the desert. It just ain't gonna work.
Models are extremely important for branding.
They provide the conceptual framework for multiple strategies, incorporate environmental and other drivers, and illustrate the marketing and other dependencies that affect a company's brand. The wrong branding model is usually used because executives excavate past successes. They look at how the great brands of the world were created, combine it with a current situation analysis, and come up with a branding formula. Instead, executives need to develop the branding model of the future. Such a branding model establishes a roadmap for long-term branding initiatives without the inflexibility of a plan with timetables and responsibilities.