Brand validation for skeptics
What’s a brand worth? People have been debating that for years. The hard core business types often poo-poo any hint that their hard won achievements alone do not qualify them for sainthood. And I am not here to say they aren’t important. But they need to be integrated together along with all of the other social assets of a business into a seamless whole that works. That’s my definition of a good brand.
Case in point – Ford.
Ford sold more cars last month than GM. First time in a very long time. Over the last quarter their sales have been dramatically up year over year, where as GM, Toyota (even before the latest crisis) have been down.
Quality? – to some degree – yes. But those quality improvements have existed for several years.
What I say is the reason is the fact that they didn’t need a bailout from the US Government to survive. Mention a Ford today and people won’t wince in the same way the did back 10 years ago when the image of Ford that came to their mind was the quality problems they had in the 80’s and 90’s. (remember the Ford Explorer – Firestone quality issue).
People like winners. They like people who can stand on their own.
The same goes for you. What do you stand for? When people hear your name, what image goes through their mind? That’s your brand.