Marketing Decisions

The blog of LHL Partners, LLC. The blogger is (often) Rick Lightburn, Chief Knowledge Officer of LHL Partners, with his observations about marketing. Our main page is at

Wednesday, July 12, 2006

Brand Building

I received an invitation to a course led by a big-name marketing professor on "Building a Brand," with topics to include, according to the invitation,
- How important is branding?
- How do you develop a brand concept?
- How do you promote a brand?
- What makes a strong brand?
- When do you stretch a brand?
- How do you revitalize a brand?
- How do you rationalize your product line?
- How do you assess brand performance?
- What are the most frequent causes of brand failure?

It's missing the most important question: Why build a brand? I don't mean this question as rhetorical. It's an important question.
A brand is only a tool. The purpose of an organization isn't to build a brand; a brand is only a tool for achieving some other ends--a brand may be a really good way of reaching those other ends, or even the only way of achieving those ends, but it shouldn't be confused with those ends.
While "building a brand" may provide a common point of reference for the organization, it can't substitute for articulating a common sense of purpose.



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