branding

Your brand’s mistakes matter as much as its successes. Hillary Clinton’s Bosnia story, Nike’s sweatshops and Bridgestone-Firestone’s tire recall show the difference between hiding from an error and owning it.

A friend questioned a partnership between Mercy Corps and Wal-Mart, whose missions seem fundamentally misaligned. Partnerships work when goals line up, not principles — and for this project, Wal-Mart looks like an almost ideal partner.

Left alone, a brand grows by accident — and can turn from an asset into a liability. A clearly defined, managed brand streamlines decisions, keeps customers loyal and leaves competitors chasing your lead.

As markets mature, features become ubiquitous and most brands are forced to compete on price alone. The other fate is a luxury market, where jewelers and coffee shops brand the shopping experience instead of the product.

Extending your brand into a new market looks easier, but it risks confusion and lost brand equity. Toyota built Scion rather than an edgier Toyota. The case for a second brand under the corporate umbrella.