ESTABLISH BRAND MOBILITY
The Internet is becoming accessible universally and through many means, such as handheld devices. This provides an unprecedented opportunity for brands to stretch beyond traditional branding and marketing strategies. There are hundreds of ways in which your audience experiences your brand, each with its own set of challenges and limitations. The Web site is only one touchpoint.
INNOVATE BY REINVENTING YOUR BRAND – NOT JUST YOUR PRODUCT
New businesses, services, alliances and technologies do not always equal invention. Internet speed forces constant reinvention, while requiring companies to stay true to brand essence. Too often, the “latest” technology is employed just to be different and may not fit with the brand identity. The strongest brands, however, are constantly refreshing how they communicate who they are, what they stand for, and why.
THINK FOR THE LONG HAUL
The top ranking brands consistently reflect a top-down commitment to investing in the corporate brand as a long-term strategic asset. This means that the market has no tolerance for companies that start off with a bang and fizzle out. While the Internet has accelerated the pace of creating a brand, Breakaway Brands require continued sustenance over time by their companies.
CONFUSE FIRST-TO-MARKET WITH INNOVATION
Almost every brand being introduced seems to be premised on being new and different. What drives brand strength is how quickly brand strength develops its relevance. While first movers have a definite advantage, if they don’t provide consumers with relevant differentiation, they will not continue to grow. Speed plays equally in both directions. Brands are growing at Internet speed, but they’ll decline just as quickly if they don’t stay fresh, relevant and distinct.
CONFUSE MARKETING FOR BRANDING
Spending buckets of marketing money won’t salvage a weak brand. A company uses symbols and words to build corporate values and brand promise among customers. Marketing is the way a company presents those symbols and words to end users. Without a strong brand proposition, no amount of marketing spending will attract and retain customers.
FAIL TO DELIVER ON THE BRAND PROMISE
Keeping promises is more important than good intentions. Authentic and demonstrable claims must link back to the brand promise and companies must deliver on them. The Internet is an extremely unforgiving medium, and a bad experience is an irrevocably bad experience on the Internet. To endure, Breakaway Brands never make claims on which they can’t deliver.