The brands I admire most have a long-standing commitment to their core principles, the things the brand stands for in the mind of consumers. Whether you like the brand or not, you know what it stands for.
I suspect that one of the reasons brands tend to zig and zag so much is the impact of organizational dynamics, or the human desire to make a mark — what happens when a company changes its marketing agencies, swaps out Chief Marketing Officers, or lacks a brand steward… [Read more…]