[The Superbrands Council]
DR. ALAN MIDDLETON
Director Executive Programs, Marketing Specialization, Schulich School of Business York University.
We know the fundamentals of strong brands:
they have clearly defined target groups, whose
functional and symbolic needs they meet, at a
price that is judged good value, and with marketing
communications that communicates both
the performance benefits but also the personality
or personae of the brand and with service
levels that beat expectations.Marketers achieve
this powerful brand positioning by consistent,
sufficient and appropriate investment in product,
distribution and communications research
and development. Also they learn to integrate
and align all customer touch-points with the
brand positioning, including the training and
motivation of staff.
If we know this, why does there appear to
have been a weakening of brand attractions?
My answer is impatience. The short termism
of most businesses does not allow the time
or consistency of investment to achieve the
strength so admired in strong brands. So, what
makes a great brand? The two Ps: professionalism
and patience.
