In this episode, Dr. Joseph Michelli delves into the heart of branding, emphasizing that it's not just about the visuals or catchy slogans. It's an intricate reflection of what people - both employees and customers - think and say about a business. He lays out critical considerations, starting with the notion that brands represent either promises kept or broken. The strength of a brand is gauged by the experiences supporting it. No amount of marketing can rectify consistently broken promises.
Michelli introduces the C.R.U.D framework, a measure of brand strength. Brands should be Credible, Relevant, Unique, and Durable. He brings this concept to life by examining powerful taglines from industry giants like Netflix, Airbnb, and Spotify, emphasizing how each succinctly encapsulates the brand's essence and promise.
To ensure brand authenticity, Dr. Michelli advises businesses to:
Continuously match brand actions with its promises.
Test the brand against the C.R.U.D parameters.
Reassess and possibly rework the tagline.
Gather customer feedback to ensure alignment with brand promises.
Remain adaptable to the ever-shifting branding landscape.