Thursday, January 29, 2015

Re-igniting the brand signal

Established, respected manufacturers who’ve been around for decades, even centuries, can lose their brand signal. Their uniqueness and everything they do that makes their company and products special can get lost when it’s not consistently leveraged. After all, when you’ve been in business for years and years, shouldn’t everyone already know what makes you special? It’s a risky assumption considering industry newcomers can gobble up market share by more aggressively touting their advanced technologies, the products they’re developing or the streamlined processes they’re using. All the while, they can make long-standing companies look like dinosaurs.

Brand re-engineering can be a powerful tool in re-igniting a company that has lost its brand signal. Customers, employees and stakeholders want to feel confident in a brand’s vision. That means companies must leverage everything they do that makes them special in the marketplace. That un-named process that makes a product far superior to others; that million dollar investment in new technology; that cutting-edge manufacturing method—they all have great potential, if leveraged correctly, to help a long-standing company retain its place at the top of the industry and exponentially increase its success.

Barry LaBov
LABOV Marketing Communications and Training

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