That Sinking Feeling – Is your branding campaign heading for an iceberg?

To avoid slamming into a Brand Iceberg, CMOs must align the corporate message with organizational standards and behaviors.

The business straits through which companies must travel are hazardous. Every day, organizations navigate through a sea of competition, all racing toward similar goals. Some companies are larger, stronger and better suited for long journeys; others are smaller, faster and more nimble. But all can be damaged severely (or even sunk) by hitting an iceberg of their own making: their brand.

The majority of branding efforts are spent determining the "right" words and images with which a company wants to be associated. Companies use positioning statements, key messages, mission statements—all words—as the basis for their sales, marketing and communications programs. Using these words, companies then spend millions of dollars to develop ways to project their image visually, through corporate identity programs, advertising campaigns, retail displays and their websites.

By Stuart McFaul

Full Story: http://www.cmomagazine.com/read/030105/sinking_feeling.html