How do you want your business to be known?
A seemingly simple question…that has caused business
nightmares and cost them millions of dollars in the pursuit of a legitimate
answer. With his self-described “essential brand book for marketing
professionals” 60 Minute Brand Strategist
Idris Mootee, chief executive officer of Idea Couture, seeks a simple answer to
answer the question. He even goes so far as claiming that this 60 minute read
should help marketers answer the question for their companies/clients.
I’m not certain Mootee lays claim to doing what so many have
who have laid claim to in the past; to have the magic plan or strategy to
deliver the branding goods. The simple fact is; there is a reason why so much
has been written and claimed about this process, everyone thinks they have the
answer or the perfect plan, when in reality, there is no perfect plan that fits
every business. What I think Mootee does successfully is offer up a
comprehensive breakdown of what successful brands have done well in an effort
to road map methods of brand development.
Having been through the dynamic process of mission-ing and
vision-ing strategy sessions that for a variety of businesses, the section on
the strategic branding process was of particular interest. The role of brand identity, brand personality
and how it plays into the customer experience are key steps that many
businesses forget or forgo in the branding process. Mootee boils the process
down to ten step steps to pull together a disparate array of strategic and
business information.
While 60 Minute Brand
Strategist makes for a good refresher course for marketers, it may prove to
be a useful tool to encourage buy in from C-Suite and other players in the business
development and branding process.
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