Everything you do affects your brand. It’s like your bank account. You make deposits and withdrawals. Really great brands make far more deposits than they take out, so they end up having humongous brand value. Google is the most valuable brand in the world, estimated at a whopping $159 billion US dollars by Millard Brown Optimor. (McD and Coke are also in the top 10)
Here at home, Digicel in a relatively short time has won quite a few friends with their brand of brand. They have made many deposits and gotten into the hearts of locals, through a mix of advertising, pr, sponsorships, events and digital engagement that is both responsive and relevant.
But last Friday they make a fantastic flop. They made a withdrawal. Their “Truth Booth” at the International Soca Monarch was amateurish on several levels. But I will highlight only two. The biggie is that it took viewers for fools if they thought that we would think that the conversations were real. Secondly, the physical booth looked like a prop in a low budget play. Coming from Digicel the “Truth Booth” was a shocker because they are mostly always on point, both with strategy and execution.
Digicel made a small withdrawal from their brand’s ATM last Friday. But the red brand is still very much in the black.
