11 September 2008

How to Rejuvenate Your Brand

Changing a brand promise involves a lot more than altering your advertising

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
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Changing your brand promise involves a lot more than altering your advertising. That’s because whether you’re selling casual dining, SUVs, or daily newspapers, the promise isn’t the only thing that matters -- the delivery counts too.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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Reader Comments
Jeff Kinnison Posted On 9/18/2008 9:36:46 AM

Moving the brand without first moving the talent can be catastrophic. In my prior financial services company, we invested in the development of the talent and operational model first, and intentionally left the brand behind. We knew it was time to move the brand when the talent itself said, "The brand and advertising no longer reflects who we are". I also experienced the opposite approach with a health-care benefits insurer, wherein the brand was so far ahead of the talent that it was widely mis-understood, created confusion and disengagement and put the customer experience at risk. The former approach is definately better than the latter.

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See also
Who Are Your Promise Keepers?
Don't Neglect Your Brand Ambassadors
Stretching the Brand Until it Breaks?
Fast Food’s Feeding Frenzy
The Power of the Fifth P

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