How to Build a Brand to Last
Dave Sutton | August 21, 2018
Over a six-year period, Collins and Jerry Porras, researched and analyzed the distinctions in performance and staying power of “visionary” companies and their “not-so-visionary” competitors. By contrasting the characteristics of bell-weather brands like General Electric, IBM, Wal-Mart with direct competitors like Westinghouse, Burroughs, and Ames, the authors found that a “core ideology” was the common element of success among all visionary companies. What jumps off the pages of this book for transformational marketers with a keen eye, is a short list of critical success factors for building an iconic brand. In other words, how to build a brand that will stand the test of time: Your Brand Story should rest on a “core ideology” Collins asserts that visionary organizations have strong, enduring principles that go beyond just profits. Call it a cause. Call it a purpose. Or maybe just a compelling answer to the question: “why?”. Collins argues that if you want to build a visionary company (or I would say a great, enduring brand!) you have to start by knowing who you are, what you stand for, and why you exist. Your core ideology must be authentic and integrated seamlessly into everything the company does. If your story isn’t authentic, customers will figure it out. They’ll see through the marketing hype and recognize the disconnect every time. If you’re launching a new brand or reevaluating an existing one, start with that equation.