Strong
Brands Are Essential in Down Times!
by
Michele Lando, June 2009
Why?
Because Strong Brands give you choices and
options. You may need to shift your brand
strategy to suit the economic climate. That’s what Sharper Image,
Linens and Things and Polaroid have done. What
do these big brands have to do with you?
Everything...
As
you read this article, think about:
Where
your brand has cache to your particular target
markets, is it built strong enough to
allow you choices and options? Is one of
those choices licensing? Think about your
intellectual property. For example, I could
license my individual branding program, IndiBrand™,
to corporate training departments, independent
trainers and coaches—and I’ve been
approached to do so by both. I could license
my 5
Steps to Building your Brand program to corporations
directly, to other agencies, or to brand strategists.
I have not yet been approached for this, but
I could promote it and create the demand. I
have options in my target markets.
2)
If your brand doesn’t have the strength
to navigate options and choices in a down economy,
what can you do to build this strength while
times are slower so you have more options for
sustaining and growing your business now?
As
you read about how these big brands are leveraging
their brands, think about your own as well.
A good place to start is by reading this excerpt
from Michael Stone's June 2009 Advertising
Age article, 'What
Happens in Licensing Won't Stay in Vegas."
Written
by: Michele Lando, president of Skilset Communications,
Inc., and author of the internationally acclaimed IndiBrand™ Individual
Branding workshop series. To reproduce any portion of this article,
you may write or phone 626-792-0032.
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