This month a member of the SPS LinkedIn group commented that brand seems to be a visualisation / articulation of the business strategy, and perhaps the best way of communicating the business strategy both inside the business and externally. But, they asked, which is or should be the driving force?
A concise response was offered in reply: “A ‘brand’ is part of a go-to-market value proposition. The brand strategy should therefore be aligned with the business strategy and reinforce the value offering.”
One member wrote that the brand is – or should be – a visualisation / articulation of specific aspects of the business strategy and to this end, strategy drives brand. “Strategy, however, is an umbrella organisational matter. Brand strategy, product strategy, people strategy, operational strategy, etc., all contribute to successful organisations, where the whole is greater than the sum of the parts.”
Another said that the business should own the brand, rather than the brand own the business. “We’ve also seen many brands that used to own the business come to grief over the years, for example Enron, Kodak, Arthur Andersen – the list goes on. Maybe if these businesses had owned and fed these brands, instead of being held captive to them, they might be still around.”
Why not join in the debate, with over 8,500 members of the SPS LinkedIn group.