The 7 Deadly Branding Sins
October 16, 2008 | Subscribe Free
Here’s a webinar titled “The 7 Deadly Branding Sins.” These are the 7 biggest strategic errors financial institutions make. They are broad generalized observations based on my first-hand experience evaluating 75 financial brands over an 8-year period.
Here is the executive summary:
- DELUSIONS OF BRANDEUR
Thinking you have a brand strategy when you really don’t. - TOXIC SAMENESS
Looking, acting and sounding like everyone else. - LCD SYNDROME
Trying to appeal to everyone (e.g., the Lowest Common Denominator). - CRIMINAL NEGLECT
A failure to commit. Not supporting the brand with time, energy and money. - CULTURAL AUTISM
Staff don’t know what the brand is or understand how to live it out. - BRANDING SCHIZOPHRENIA
Delivering an inconsistent look-and-feel and/or experience. - COSMETIC FIXATION
Undue significance or attention placed on the brand’s identity (it’s look and feel).
Tip of the Hat: To Ron Shevlin, for his coining of the phrase “Delusions of Brandeur.”
This article © 2012 by The Financial Brand and may not be reproduced.
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Thoroughly enjoy your catchy titling. What you do must be similar to a teenager trying to teach his parents how to raise children. The parents may be wrong, but they’re unlikely to take the news kindly… or change.
^^^ That’s my dad.
You are very wise. Being specific about what you do well for people gets you closer to the goal many institutions profess of being trusted and preferred by the folks. I also appreciate what you said… The experience you give people determines their perception of you.