Branding Lessons I learned from Sting
We have all heard the legendary song by the Police, “Every Breath You Take.” Yet, how many of us realized that the lyrics, besides being about a stalker, are also a pretty good explanation of what branding really is.
Every breath you take
Every move you make
Every bond you break
Every step you take
Ill be watching you
Every single day
Every word you say
Every game you play
Every night you stay
Ill be watching you
The truth is, your personal or company brand is the sum total of everything you do in the public eye. Every move you make, every word you say, etc. Thus, you have to be very careful that you stay congruent with your brand in everything you do.
Sometimes, a company will try to move off in a new direction, but it runs contrary to their brand. These often end in miserable failure.
Article Tags: Branding | police | sting
Filed under: Brand Equity, Marketing Niche
Is that it? No more detail than “Sometimes, a company will try to move off in a new direction, but it runs contrary to their brand. These often end in miserable failure.”? I was really expecting a lot more from this post than two paragraphs and two sentences of very general information. I’m severely disappointed if that’s all the substance that can be posted about a much deeper topic.
Lisa,
Your comments are appreciated. The point of that post was to offer up a definition of branding, which happened to coincide with the song by the Police.
The post was not meant to specifically address branding mistakes that companies often make. I will certainly address some of these in the future.
Branding is a huge universe, and although I may touch on various tertiary points in a posting, I do try to stay focused on a specific aspect.
Interesting for me to see the combination of two subjects on which I am familiar as a marketing communications professional and a huge fan of Sting! Thanks for sharing your thoughts.