The latest JAM (Journal of Arts Marketing published by the Arts Marketing Association) is again dedicated to branding. But things evolved since the previous number. One could say that certain ‘certainties’ have become less certain. Whereas a couple of years ago a firm or an organisation could still rely on a strong Brand, this is now less evident. I would not immediately say brands don’t work anymore, but it appears that priorities have changed since recent developments on the web empowered customers/audiences to express their ideas/experiences. Thus it is no longer just the image/message you send to the customer/audience that counts, but also the way this customer/audience perceives you. In short the customer/audience is in charge now (vendor relationship management).
I agree, people exchanging experiences is not new, but through the web it goes quicker than before and it has a bigger influence on your work. Thus a good relationship with our off- and online customers/audiences is crucial nowadays since it can have important effects on your brand. Therefore one has to think harder now how we interact with our customers/audiences. One needs to reflect on the reliability of the message one How reliable is our message? Do we meet expectations? Do we take our customers/audiences seriously? etc …
In short when branding your company/organisation today it involves more than a strong logo and tagline, it involves integrity. Thus and here I agree with Howard Raynor, in his article for JAM. When focussing on arts organisations we need to focus on actions and behaviours rather than images and words, …, we need organisations with a personality that our audience or visitors can ‘tate’, not ‘me too’ clones. Thus, words need to matched with rigorous actions towards our audience/visitors, if not the brand will not hold.
Dear Ann, I agree with what you’re saying. But in the end, isn’t it all about control?
What used to be a fairly managable thing, now seems totally out of control. This lack of control and perceiving this lack of control as an opportunity I think is the real challenge for branding nowadays.
Launching a brand is no longer like sculpting a statue and placing it on a pedestal in a nice park for everyone to see and to admire. It’s more like raising a kid. You help your kid acquiring the skills you think it needs to start living on its own one day. You provide it with - what you think - is the proper education. And you surround it with people who you believe can influence your kid in a positive way. Who share your values and care almost as much about your brand as you do. You also try to help your kid discovering its potential. You encourage it to explore that potential.
Then more and more influences from outside the family nucleus will start influencing your kid. It picks up new words and expressions at school, starts dressing differently, … And one day you’ll simply have to let it go, don’t you?
Branding nowadays is all about providing your brand with a great environment for growing up, about creating opportunities for it to grow while maintaining it in a healthy condition. The real challenge is to let go completely which seems impossible because of a brand being closely linked with property.
Can a brand really grow up completely when we keep regarding it as property? A brand is full grown when people start regarding the brands well-being as a shared / common responsibility. Say: the Lovemark approach meets the Wikiworld.
You talk about thrustworthiness (integrity / rigorous actions). Consumers talk about care. They hate it when they find out that what they defend, care or are concerned about is just bogus. You simply cannot engage them in caring for your brand while deceiving them at the same time. If you do, you’ll lose something all 21st century brands need, which is a community or a place to live (and thrive) on its own.
Hannes.
PS: Branding is also about managing the conversations evolving around your brand after it has taken off. But can you realiy? Stimulating and interpreting feedback is crucial, but e.g. interfering with the legacy of a brand to mee seems a tricky thing.