Good growth and bad growth.

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It was just announced that two scientists won Nobel Prizes for their work in regenerative medicine.  Cloning and stem cell science were their life’s work. 

Regeneration is an intended outcome of good brand planning. (You saw that one coming.) Creating an environment where new things grow, in the pursuit of product sales and loyalty, is a marketing strategy of the highest order. But the new things that grow must not be untamed…we know how that turns out. Conversely, we also know what repetitive “same old, same old” growth produces: boredom, lethargy and value dissipation. So we need to constantly regenerate, feed and care for our brands.

A tight brand plan (strategy+planks) can keep a brand fresh, vital and vibrant. It can do so over time, across agencies, CMOs and market changes. As I like to say Campaigns come and go, a powerful brand idea is indelible.

If you would like to see brand plan examples, please let me know at Steve@whatstheidea.com. I would be happy to share. Peace.