The International Writers Magazine: Saving Brands from themselves
Matha - Saving the brand
half a century of brilliant corporate communications and good
public affairs responsible for building the big corporate images
are all about to be erased.
a good thing corporate image is only a house of cards. Every single
day of the year a big corporation for some strange and unexplainable
reason goes down the drain. Most often it's the top person caught with
hands in the cookie jar. The image gets shattered. What took decades
to build now stands like a crumbled ruin in smoke and beyond repair.
The same story is repeated again and again.
The American lady of style, Martha Stewart is just a small fry in this
jungle of deceptive maneuvers.
ENRON, WORLDCOM, ADELPHIA, TYCO and Italy's PARMALAT all of the dark
corporate world with losses totaling some trillion dollars, now all
point to some type of a revival and return of true honesty in big business.
The images of big corporations have to be changed, as it has now evolved
from "big is bad" to "big is corrupt". A half a
century of brilliant corporate communications and good public affairs
responsible for building the big corporate images are all about to be
erased. New rules for new corporate image maintenance are a must.
What was associated with only third-world's uniformed dictatorships
are about to become the new hallmark of the western commerce. Unfortunately
only a handfull of bad apples are shaking the entire trees.
Corporate image is like a house of cards, delicate and fragile, like
a crystal palace, it can't have stones thrown at it. Image is not a
fort that you can attack again and again and hope that it will survive.
Images rest in the sub-conscious minds of the customers and shareholders
alike. This is a very sacred place, accessable only through subtle messages
and a solid track records, slowly building into images of respectability,
confidence and trust about a particular corporation. One mistake and
these images are shattered, like a glass never to be repaired again.
For this reason, nasty scandals kill the corporate images once and for
all. Patchwork and bandages only prolong the agony. Big branding should
take credit for making big icons, it's the corporation itself that gets
confused with all the new glitter and loses its focus. The true engine
of our global commerce is still the small-medium enterprise, humming
along to keep the economies going.
True to value and integrity this sector deserves the credit for being
earnest about it's existence and for having to build it's images in
the dark shadows of collapsing giants.
While marketers are trying hard to build brand new name identities for
the global e-commerce the customers are getting mixed signals about
ethics in business.
Sobriety of image structures with true name identities that clearly
define the set goals are in play.
While casual branding immersed in holistic treatments without focus
only create more doubts in the minds of shareholders and customers.
There is a new and a very powerful under-current of e-commerce, packed
with better due diligence and better ethics, ready to emerge with brand
new icons of the future. The practice of corporate image and global
branding should take notice and equally acknowledge that image is like
a vapour, it's fragility is what makes it so powerful. It's clarity
of message and pristine structure that appeals to the masses and it's
vulnerability that makes it so valuable. Therefore, it must be built
slowly, wisely, correctly and delicately, without any room for errors.
After all, it's a good thing. Everything is built on trust, right?
© Naseem Javed author Naming for Power,
recognized as world authority on Business Name Identities and Global
Cyber-Branding Issues also established ABC Namebank International a
quarter century ago.
© Naseem Javed March 8th
(Question: As Matha
waits to know if she will do jail time - Why is it Kenneth Lay remains
free and uncharged? Is it a: He's a man and she is a woman? Or is it b:
because Kenneth Lay is a friend of George Bush? Your answers on a ballot
box this November pleae. Ed)
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