Ever seen a composite sketch of an alleged criminal on the evening news? I watched one last night and a strange thought popped. The image was the best the police (artist) could develop, after all he/she was drawing out an image from some else’s eyes/mind. The quality of the image was so generic and poor; I can’t imagine anyone being able to identify the alleged criminal even if the person stood next to you.
The business of marketing could be as tricky as that of the artist. A brand’s equity is no longer communicated purely through constructive efforts of a savvy marketer. Every touch point is a communication opportunity, the brand ambassador, the influencers, moms at the PTA, moms at parties, moms at the grocery store, blogs, the list is endless.
Today all marketers need to think of the following questions:
How strong is your brand's equity?
How important is the channel and what does the channel speak about your brand?
Do you have consumers or fans of your brand; how do you manage equity creep?