A Never Ending Story…


If you haven’t read Marc Andreeson’s essay “It’s Time To Build” you should. It’s simple and extraordinarily insightful. Should America take Mr. Andreeson’s advice, which we have to eventually, it will be the challenge of a lifetime. Or two. But there is no time to start like the present.

Often we talk about building brands. I talk about it, branding shops talk about it, certainly content creators do. The best brand builders, however, are the people who work at the brand company — not the brand or marketing consultants who designed the rules. Brand building isn’t paint by numbers. As Mr. Andreeson suggests, building occurs over time. With activity. With change. Building happens every day.

When it comes to brand building, most companies set it and forget it. That is, they get all hyped up about a brand strategy and it’s delivery mechanisms, say a new ad campaign or website, then let it run. As if on autopilot. Wash, rinse, repeat.

That’s not how it works. It’s a 365 day a year thing. And everyone at the company is a contributor. No one person is the brand mouthpiece. But for this to happen, the brand strategy has to be shared with the entire company. And it need to be enculturated.

Brand building starts with brand strategy (for samples write Steve at Whatstheidea) and ends…never.