One often sees organizations whose messages and brand values are so far removed from the overall organizational mission that, if viewed in isolation, they reflect no connection to the core values of the organization. This disconnect represents a missed opportunity to build stronger, more valuable brands and organizations.
This gap between brand communication and organizational mission can be understood by analyzing the traditional way brands are managed.
Many traditional brands are individually guided by managers who compete for resources and a greater stake in the power structure of the organization. When brands are managed in such territorial silos, it is far too easy for them to drift further and further away from the company's core mission.
In never-ending initiatives to make their own brands stand out and get noticed within the organization, brand managers are lured into adjusting and "refining" brand communications so they attract attention. These brand managers often fall prey to the temptation to create edgy and progressive brand messages that capture attention and stir passion-but do more overall harm than good because they fail to foster organizational goals or promote core brand values.
In contrast, the goal of solid brand communication strategy should be to support and echo strategic goals and communicate core brand values both internally and externally in a manner that resonates with all stakeholders and sells brand value.
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