3 Ways to Mitigate a Brand Implosion
A brand implosion is when a company or organisation collapses due to poor implementation of brand-based cultures. In fact, we’ve seen a semblance of this recently with Malaysia’s Pakatan Harapan coalition. Here are three fundamental approaches to assimilate an organisation with a brand to avoid any potential misalignments.
What an eventful leap year Malaysians are having thus far albeit for all the wrong reasons. Over the last 3 weeks, Malaysia has been fraught by political turbulence which we shall not belabour here. I extended my thoughts here. However, there are some relevant learnings out of this ongoing political saga and I will draw some degree of comparison to it.
Last month, I shared the idea of weaving one’s brand into the very fabric of a company’s culture and that the company’s largest brand advocates are the employees themselves.
If we take the Pakatan Harapan (PH) coalition as a brand example, this is where they didn’t quite get it right. What they did right as brand advocates was to generate excitement around the brand and promote their thoughtful commitment to it. They also presented a persuasive and convincing argument about the value of the brand. What they didn’t do was to ensure that their individual party members understood the impact of the coalition brand and its positioning on their individual activities. If they had done this well and reinforce it consistently, over time their members would have begun living the brand philosophy, instinctively, naturally, and with an ever-increasing fervour. Instead of defending and protecting the coalition, they became fractious and consequently, imploded.
The same can be said of a company. The companies with strong brand-based cultures have many employees operating out of a “living it” mindset for long periods of time. These companies are good at maintaining those brand-driven behaviours, with careful monitoring and periodic refreshment and reinforcement.
They also had several fundamental pieces in place before getting started: