Over the years we’ve had the honor of working with a number of multinational organizations to revitalize their corporate brands. Many are made up of diverse, individual business units with separate P&Ls, which can often create silos.
A lot has been written about this topic, much of which states that your customer owns your brand, not you. While we understand what’s prompting this, we respectfully choose to disagree. We have a different perspective.
Dishwashers used to be noisy. Very noisy. I remember the one that came with our first home. It was turned on only at night because it took too much effort to hold any type of conversation in the kitchen and adjacent areas while the woodgrain and chrome beast gurgled and whirred endlessly.
For years our team has talked about how important it is for our clients to train their people so everyone within the organization is on-brand and aligned in thinking, voice and actions. With the massive exit of expertise occurring as baby boomers retire, this is even more critical.
When I was a young boy somewhere in middle school, I loved watching a TV show called Get Smart. It was a comedy based on the daily challenges and missteps of a ‘secret agent’ named Max. The appeal of his character was his obliviousness to what was happening around him while he was equipped with very cool, futuristic technology.