Brand thinking marty neumeier
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Brand Thinking
BY MARTY NEUMEIER
The stock market is spiraling downwards. Large institutions are looking
for handouts. Corporations are cutting head counts. Budgets are slashed
to the bone. Time to huddle in the basement? Not if you want to thrive in
the next economy.
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If your strategy for surviving the recession is to hunker down and try harder,
you don’t have a strategy. You have a bomb shelter. And a bomb shelter won’t
save you from the fundamental changes shaking the business world—namely,
unprecedented speed and overwhelming choice. When customers have nearly
unlimited options and competitors play a perpetual game of leapfrog, the only
real barrier to competition is brand strategy.
Brand strategy is really just a way of thinking about business. And since
thinking is virtually free, it requires little in the way of special funding. Here
are four questions to help you work through the recession, along with a
simple chart to start the conversation among your team.
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u nic at
D
F
FOCUS
DIFFERENCE
STAGE-GATE INNOVATION
ion
T
TREND
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When focus is paired with differentiation,
supported by a trend, and surronded by
compelling communications, you have the basic
ingredients for a forward-thinking brand.
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1. What makes you different?
The active ingredient in any brand is differentiation. If it’s not different, it’s not
strategic. What can you do to increase your difference? How can you make
your difference more meaningful and compelling?
2. How well are you focused?
Without focus, customers will have a hard time seeing your difference. What
makes you the “only” in your category? Which of your offerings best support
your difference? Which should be cut to make your focus stronger? What new
offerings could be added as you pick up momentum?
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3. What trend are you riding?
Tomorrow’s economy will create new trends. What wave are you riding? Is it
a wave that’s still forming, or one that’s already crashed on the shore? Is it
possible to ride more than one trend at a time? What new trends are barely
visible yet inevitable?
4. Are you communicating clearly?
Good strategy paired with poor messaging is no better than poor strategy.
What messages are your various constituents hearing from you? Do all your
brand stories add up to one big story? Is your big story clear enough and bold
enough to earn a place in their minds?
If you can respond to these four questions in a compelling manner, you’ll not
only survive the recession, but be in a stronger market position when the dust
settles. All it takes is the right kind of thinking.
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Find more Marty Neumeier ideas to steal at
liquidagency.com/blog
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