Model of a Brand
If you haven’t had a chance to read the book “Scramble” by Marty Neumeier (author of The Brand Gap, Brand Flip, Brand A-Z, and lots of other awesome branding books), I hope this blog will be the catalyst that makes you pick it up. The subtitle of Scramble is “How agile strategy can build epic brands in record time.”
Scramble is a quick read. I started it when I boarded the plane to meet a client in Miami and finished it as we touched down.
Mr. Neumeier has done a masterful job of writing a business thriller to teach branding principles. Instead of the typical business book weighed down with jargon and acronyms, it is the story of a ceo trying to save his company.
The crux of the message and the formula the ceo utilizes is this:
The concept that branding is circular is awesome.
The company creates the customers
The customers build the brand
The brand sustains the company
And it begins again.
Think about that for a minute. Conventional wisdom is that the company created the products or services. But Neumeier turns that on its side. Products and services aren’t the point. They are just a piece of the relationship with the customer.
So when you think that your product is the end all be all…it’s actually the customer.
So how do you approach planning for next year with this change in your branding philosophy?
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