SUCCESS LOGICWhether it is a matter of a brand for a product, a range or a company, an answer must be found to the question of which specific logic will be used to ensure the success of the brand. Each strong brand is based on a success profile that differentiates it and makes it unique, with all further steps and activities building on this foundation. Only when the brand’s success profile is present and thoroughly understood can it be managed in day-to-day business activity. Senior management can then form a sound judgement on the various options in terms of action and organisation.
the foundation for powerful brands
Here the future positioning profile – the logic of future success – is concisely delineated. The idea is not to design a fancy, sophisticated vision, but rather to produce a concrete, strategic outline for the future of the enterprise. The success logic is very close to the business and is related to the sources of success. This fine-tunes the enterprise’s orientation, allowing genuine management expertise to be established on the market.
If this clear conception is lacking, senior managers tend to miss or lose sight of the genuine reasons for success. Without this reference framework, important decisions will be made without taking account of the brand. As a consequence, many activities will lead to a gradual weakening and deterioration of the brand.