Brand Onions The Crying Game: Article analysis
Brand onions: The crying game, Martin Weigel.
Article Analysis
The article from Martin Weigel is calling into question the use of models for brand-perception management. Brand-marketing models may create barriers in the development of brands. By following strict rules, the way for creativity is not accessible. To better understand the article we will mentioned the main statement from the author, to then better analyze it.
Processes in marketing lock the values of companies in a strict way (like in a box), and it doesn´t promote the creativity and the action. Employees will not think out of the box, being locked in those concepts.
Then any messages, ideas, options, alternatives, solutions or opinion that do not have a direct link to the “rules” are automatically rejected. This is quite “Nazi” and does not promote innovation.
The brand will not take any risk. Its messages will be very simple. There won’t be evolution over the time. The company stays stacked with its values, and launch messages around it, but probably this is not what its customer or target is expecting, and believe in. Or it is not well done (the message) and the target group does understand a different meaning of it.
In the article, Nike is mentioned as an example, and Nike´s slogan “Just Do It” is probably included in employee´s minds. This motto is part of the values of the firm. In this case this value is very motivating, pushing for creation and action. Also it does encourage the employee to think out of the box. A call to action and creativity should always be part of any company´s values.
Furthermore, these tools do not give much opportunity to adapt to national market, where values and messages could be improved in many cases.
Of course it is useful as a base to help you understand (as a company), who you are, what you want to achieve, where you are going and why? This is kind of a raison d’être, witch helps the business and its employees to stay focus, knowing why they
Article Analysis
The article from Martin Weigel is calling into question the use of models for brand-perception management. Brand-marketing models may create barriers in the development of brands. By following strict rules, the way for creativity is not accessible. To better understand the article we will mentioned the main statement from the author, to then better analyze it.
Processes in marketing lock the values of companies in a strict way (like in a box), and it doesn´t promote the creativity and the action. Employees will not think out of the box, being locked in those concepts.
Then any messages, ideas, options, alternatives, solutions or opinion that do not have a direct link to the “rules” are automatically rejected. This is quite “Nazi” and does not promote innovation.
The brand will not take any risk. Its messages will be very simple. There won’t be evolution over the time. The company stays stacked with its values, and launch messages around it, but probably this is not what its customer or target is expecting, and believe in. Or it is not well done (the message) and the target group does understand a different meaning of it.
In the article, Nike is mentioned as an example, and Nike´s slogan “Just Do It” is probably included in employee´s minds. This motto is part of the values of the firm. In this case this value is very motivating, pushing for creation and action. Also it does encourage the employee to think out of the box. A call to action and creativity should always be part of any company´s values.
Furthermore, these tools do not give much opportunity to adapt to national market, where values and messages could be improved in many cases.
Of course it is useful as a base to help you understand (as a company), who you are, what you want to achieve, where you are going and why? This is kind of a raison d’être, witch helps the business and its employees to stay focus, knowing why they