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Are You Crazy? How insanity is driving your brand

road rage

When I first moved from the Northeast to Colorado, I had to unlearn my finest driving tactic: honking loudly at other annoying drivers. And let’s face it: anyone between you and your destination is an annoying driver. Sure it was crazy. It got no result, other than making me part of the general noise. But I did it because everyone was doing the same the thing. Every time.

I see that happening a lot in business—organizations copy their competitors or continue with the same tired marketing, whether it is effective or not. They persist down that path and expect, somehow, some way, they will arrive at a different result.

The common adage (rightly or wrongly attributed to Albert Einstein) that insanity is doing the same thing over and over again and expecting different results defines too many branding strategies. While consistency is good, if your tactics are not keeping your brand vibrant yet you continue to use them, well, that’s just crazy.

What prevents leaders from leaving this endless loop?

If you identify with any of the above, you are allowing insanity to drive your brand. And when insanity is at the wheel, you’re just going in circles or even on a downward spiral.

So, if it’s time to rev up your brand and be all that you can be, step out of your comfort zone, turn off the autopilot, take off the rose-colored glasses and take a critical look from your clients’ point of view. Get a feel for what they experience. Get a professional to provide outside eyes. Identify what is working and what isn’t. Then shove insanity out of the driver’s seat and get behind the wheel. Changing things up is not always easy, but it will take you from survive to thrive.


What do you overlook that is hurting your brand?

How valuable would it be to pinpoint easy to implement changes that would immediately elevate your brand?

ALLE has launched an introductory program that scores your Brand Improvement Potential.

BIP ScoreThe BIP Score examines 5 critical areas where your brand meets your public. The executive summary pinpoints actions that can be implemented immediately to strengthen the brand experience.

It is ideal for businesses that have grown organically or companies who have evolved through mergers and need to clarify the brand image.

Email to learn more about the program and whether it is right for your business.

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Next Issue:

Wisdom Wins: Positioning with quality rather than quantity

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