In my fifteen years as a brand strategy consultant, I have interacted with the managers of several hundred different brands. This is often in a client/consultant relationship. At other times, it is in the context of an educational workshop or conference. Either way, I have been made aware of many brand problems. Here are the brand problems that organizations seem to encounter most often:
- The competition has gotten intense and we have not kept up. Our products are no better than anyone else's and our brand no longer delivers a unique value proposition.
- We have grown through multiple mergers and acquisitions and now have a very large and messy portfolio of brands that is confusing to our customers and expensive to maintain.
- Our new owner is changing the strategic direction of our business. Our current brand position will no longer work for the business' new direction.
- Our new CEO has a new vision for the business and needs to change the brand to match that new vision.
- We are launching a new product, service or business and it requires a brand strategy and identity.
- We are expanding our brand to include new product or service categories or new customer segments and the old brand strategy or identity will no longer work.
- A disruptive technology has made our business obsolete. We need to change our business model and our brand.
- Our new marketing vice president or CMO wants to refresh the brand based on his or her vision for the brand.