As we mentioned in a recent post, tinkering with the brand is way more fun than solving real business problems.
Solving problems requires unpleasantness. Floors have to be swept and walls have to be painted. People have to be fired. Systems have to be changed. Products have to be redesigned.
Brand tinkering, on the other hand, is generally quite agreeable. All it requires is money and a bunch of congenial meetings. Hire some branding consultants. Appoint a task force. Interview "stakeholders". Conduct focus groups. Have an off-site or two at a nice hotel.
Then start reporting the "learnings". Fire up the PowerPoint projector. Share the results. But remember, everyone's point of view is valid!
Best of all, if there's any real work to be done, it'll be done by the consultants who'll give you a nice fat report to quibble over for months.
Unfortunately, after the money is spent and the naval-gazing brand babblers have gone home, someone still has to sweep the floor and paint the walls.
(For more on this see Everything You Need To Know About Branding On One Little Page)
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