This morning after Jourvert celebrations, I got stuck in a massive traffic jam. Nothings moving and I change course a few times to try to get through the mess. Several people in front of me eventually turn back. I decided to stick it out. And one hour later (for a trip that’s normally five minutes), I’m through and on my way.
Sometimes our brands get into a traffic jam. Sales are not what they should be or a new entrant has come in and are buying share through discounting or trade deals. And we are tempted to turn back. We drop price or drop ad spend or anything that seems expedient at the time. We sometimes forget where we said we wanted to go with the brand. What we wanted it to mean and to whom.
With branding, we need to stay the course. Make some adjustments in the tactics as needed and stick to the strategy we worked hard to develop. Otherwise like some folks this morning, we might end up going west when we want to go east. Brands need patience, discipline and sometimes a sense of humour to overcome traffic jams in the market place. Brands must stick to their plan.
