Skip to main content

BRAND MANTRA

Find out what schismogenesis means (because it will save your relationships).

 Brands are fragile. They are subject to the laws ofschismogenesis. This is a term from anthropology. It means that relationships are not stable. Brands work according to the same law. Brands are always moving—up, up, up or down, down, down. But once the dark winds are in your sails, it is almost impossible to break their hold. Think cadburies, #Maggi, or Pantaloons. How do you know where your brand is headed—up or down? Learn how to use quantitative metrics, such as BCG’s Brand Advocacy Index, which records your percentage of supporters and critics. Track them like the third leg of your P&L—revenues and profits, share of the properly defined universe, and advocacy. If you are not improving, you are in decline.

Labels:

Comments

Post a Comment

Popular posts from this blog

WHY TRUST IS SO IMPORTANT IN BUSINESS AND CAREER

Organizations characterized by a high degree of trust are often the most successful. Trust is a big deal in workplaces. If I only had a dime for every time someone said, “I don’t trust so and so” in my coaching work! The word trust means many different things, depending on whom you ask. In my management training, I ask participants to write down 10 words that equate to what trust means to them. I typically get more than 100 different responses. Answers range from integrity, confidence, moral values and predictability to being able to count on someone. When it comes to high-performing teams, I equate trust to someone’s willingness to be open, exposed and “vulnerable.” No matter the definition, one thing everyone agrees on — trust must be earned and it’s much harder to earn than it is to lose. Developing and maintaining trust is critical to success in your career, workplace teams, leadership and business. Trust is the foundation for all things good in workplaces. I ...
Post a Comment
Read more

KEEP IT SIMPLE SWEATHERT

Avoid micro-management at all costs "I recently flipped through the declassified 'Simple Sabotage Field Manual', published in 1944 by the US Office of Strategic Services, the predecessor to the CIA. It lists numerous strategies that saboteurs in business environments can use to derail progress. Surprisingly, many of those tactics are being used in offices around the world today! "For instance, the manual instructs saboteurs who have infiltrated organisations to "insist on doing everything through channels. Never permit short-cuts to be taken in order to expedite decisions". "It also advocates for being extra cautious and advises that every decision be referred to committees. Managers are advised to "Multiply the procedures and clearances involved in issuing instructions... See that three people have to approve everything where one would do." These instructions might sound outdated, but they’re timeless. 2. Make your ideas fit on the back ...
Post a Comment
Read more

Why We Need to Watch Leslee Udwin's Documentary India's Daughter

An illogical, misguided outrage has gripped India. Indignant people are railing against a rapist given primetime TV slots, so the country can know his point of view. How is it -- angry people are demanding -- that channels be so TRP hungry, they're willing to allow this disturbed man's innermost thoughts be broadcast on TV? What do they hope to get from this, other than insult the memory of the one who has been immortalised (against her wishes) as India's Braveheart? #nirbhayainsulted they hashtagged, when we gave her rapist so much publicity. So, you are outraged that a documentary on rapists has been made, and is being broadcast. You, and your sensibilities, count themselves among luminaries in the feminist movement, the government, other activists and lawyers. You think the FIR filed by the police saying this film "contains offensive content which should not be broadcast in the interest of maintaining public order," is absolutely correct, and this kind of free...
Post a Comment
Read more