ep 30 Brand and Branding - Hits and Misses

The Enduring Power of Brand and Branding

 

This Episode of ‘CEO Bros - after hours’ centers on the critical importance of branding and brand identity for businesses, ranging from startups to established corporations. The hosts explore how a company's core essence (brand) differs from its outward communication (branding), using examples like Seven Up's logo change and Cracker Barrel's controversial modernization efforts. They also consider the challenges and strategies involved in rebranding, debating whether companies should adapt to stay relevant or remain true to their foundational values, citing cases such as Apple's evolution and Dunkin's shift away from an exclusive focus on donuts. Ultimately, the conversation emphasizes that a strong, well-conceived brand and consistent branding are vital for long-term success and customer loyalty.

Branding and Business Longevity: 

I. The Fundamental Distinction: Brand vs. Branding

A central theme of the discussion is the critical difference between "brand" and "branding."

 

II. Case Studies in Branding and Rebranding

The discussion explores several real-world examples to illustrate the complexities and potential pitfalls of branding efforts.

A. Cracker Barrel: The Danger of Drifting from Core Identity

B. Dunkin' (Donuts): A Strategic Compromise

C. Apple: Successful Brand Transformation

 

III. The Importance of Thoughtful Brand Conception for Entrepreneurs

The episode strongly emphasizes that brand and branding are not afterthoughts but fundamental to a business's long-term success.

• Don't Take It for Granted: 

• Long-Term Vision: 

• Personal Connection: 

• Beyond the Logo: 

• The “long” Process: 

IV. Strategic Foresight and Adaptation: Essential for Longevity

A significant portion of the discussion is dedicated to the importance of anticipating future challenges and strategically pivoting the brand.

• Proactive Planning: 

• Netflix as a Case Study: 

• Rental Car Companies and the Future: 

• Staged Transition: 

• AI and Emerging Technologies: 

• The Mall Train Example: 

 

V. The Power of Taglines

Taglines are presented as a powerful element of branding, capable of instantly conveying a company's essence or aspiration.

• Instant Recognition: 

• Aspirational Messaging: Bose's tagline 

• Strategic Positioning: Avis's "We try harder"

 

The discussion concludes by reiterating the foundational importance of brand and branding. Entrepreneurs and established companies alike must approach these aspects with serious consideration, long-term vision, and a willingness to adapt strategically to an ever-changing landscape. Overlooking the deliberate crafting and maintenance of a brand and its communication can lead to a lack of "staying power" and ultimately, business failure.