Someone recently posted this question to Quora “What’s the fastest way to build a brand?” The answer is and always has been, through heavy doses of good network television advertising. It provides sight and sound of a controlled message, broadcast to millions of people, millions of times. Some cord cutting millennials might build a case they only watch Netflix and Hulu, but they still watch sports and news. Ish.
The slowest way to build a brand is without a meaningful brand strategy to guide product, experience and messaging. Those who study brand building, who study customers, sales and marketing, understand brand strategy as an organizing principle. An organizing principle that aligns brand values and good-ats with customer care-abouts.
Good things happen to products and bad things happen to products. Hacks, if you will. Well, you can hack a product but you can’t hack a brand. Because brand strategies are principle-based. It’s impossible to hack a principle. The people who manage the principle can be hacked, but not the principle itself.
Get yourself a brand strategy and start building!