I’ve got it — another brand strategy metaphor. Hee hee. You can finally get some sleep tonight.
Late last year I was speaking with an agritech business. If we are to ever truly sustain and be a resilient planetary organism, we are going to need agritech businesses. Agritech, cleantech and sustain-tech are the planet’s future. As is brand strategy. JKJK.
So here’s the metaphor borrowed from agritech. Roots. Not Americana music with a little mandolin — plant roots. Roots are fundamental to plant life. They are adaptable. They are life giving. They are the root of all flora. When I hike I sometimes see trees growing out of, and over, massive granite rocks. The roots sometime envelope rocks. Roots give stability to a plant or tree. And nourishment. Well that’s what band strategy does for products and services. It creates roots. And strength. And nourishment.
The biggest problem with brands today is that the roots are shallow. To much change. Brand strategies often changes when the ad campaigns changes. And then one has to start all over again.
Campaigns come and go. Directors of marketing come and go. CEOs come and go. Ad agencies come and go. A powerful brand strategy is indelible. Roots!