Dave Gardner’s “Thank God It’s Monday” 15FEB10

Thank God It’s Monday is to help companies thrive!

This week’s focus: marketing

A brand is a representation of quality and value, not a company name or slogan. A brand is inextricably linked to customer expectations.  It takes a long time to establish a brand and sustained effort to maintain it.

For many years, Toyota represented the best of the best in the automotive industry. No more.

If Toyota sought to save face, it has failed at the expense of its brand. And, as additional bad news is revealed, it further erodes its brand flinging the doors wide open to competitors that previously may have been closed.

In recent months, we have seen two dominant brands undermine their value by their own actions and responses: Toyota and Tiger Woods. Is there a lesson here?

Companies and the brands that thrive get ahead of the story and serve as a model for all by virtue of what they do in good times and bad.

Thought for the week:

“People and organizations (and teams and committees and task forces and colonies of ameoba) do not Thrive when they focus on the present and tentatively seek out the alternative for moving forward.  I remind you: We are not here to stick our toes in the water.  We are here to make waves.” Alan Weiss, Thrive! Stop Wishing Your Life Away, page 103

Dave Gardner, Gardner & Associates Consulting



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