Brands grow up just as people do. Company employees change. Products change. Consumer behaviors change. And brands mature. It is the job of brand strategy to hold it all together but also to keep the brand relevant. Well-crafted, the deeply identified values of a brand strategy live on as a brand matures. A good master brand strategy keeps a brand from aging.
Brand strategy defeats the aging process by offering brand managers a way to constantly revive and make more exciting an evergreen handful of product or service values. And lest we think these values are rules which impede creativity, think again. Creativity is as deep or shallow as the purveyor allows. Brand strategy provides an ownable lingua franca, in an overly confusing world of salesmanship.
The best brand strategies live forever. The brand strategy written for ZDNet nearly 25 years ago “For Doer’s Not Browsers” can still be seen in the current line used as a tag on the website “Tomorrow belongs to those who embrace it today.” Sounds like doers to me. Brands should never dull. They should stand as pillars to the values they impart to consumers. And hang tough.