Page 1

TREACHER

does your brand have

Brancls todav have to bare all to gain customer lovaltr',

or do therr? Brand exprgll Karl Tieacher investigates

r)sl l'lr'()P (' 1..111t..111 lr1. 1 st.i rr it cl iurrnt' nrarr, (lc.rr$r- ('r)stilnzJ i()r I

I

Itcirtg sornt.rr lr.rt rrl' .t tlork, l klutz .ln!l 5()nrer)rrc urlr,lr,rtllifictl to gir e.tr.lvicc trlr rt'l.ttion.h iprs. Irt gt'llt r.tl. tlris rr.t. truc; lttrrlt'r e r irt his t r.r e nt.t rk l. u nr b I i n g .l rt d o I t ett e nt Lr.l r r.1 ss i n { \1'J\, (;L'()rqr'tll.lt-I.1q('r1 ill tlte i[r.lrc 0l rtnt' h.rll-lrout' t'pisodl', ttr tnlrrtc'lur,-t' (-l c()llct'Pt tlr.rt rn.rr' \r'r'll cr;rl.'rirr rvhv busirtcss-tohusirtt's: l.r.rrrtl l(r\,rltv rs dis:olvitrg lor rtt.rrtt \rr:tr.tli.rtr utrnlp.lnir':. I n ont' l'.lrtit Ll ld r t'Piso.i* ot 5eintt'lcl. Llcrlrgc qJ\ c .l \ cr\ fr(li,\i(rll.ttc spccch atrtrtrt trrrt .tlltrrtin{ r'rtt(, ntt.nt[rr'r of .t rt'lationship trr 'h.rve h.rntl'. \\ lr.rt (ietrrge nre.rnt Lrr 'h.tnc'l' is tlrc 'uPprcr h.rnr.l'. I he 'h.lvin{ ot ' lrrrrr.'l tlt'notet Pttsst'ssion trt a crltrtrolling intt.rcqt irr .r trr'tl-1'rt'rsort rcl.ttionship. l5 11i;. c.i:t it just trtcatr: th.rt lti: ,.latr: ltas g1r11[11r] 1rf tht, rt'l.rtiorrrhip. r.-l

I Io\\.d()('! thi: rcl.ttt'tt' trusittr'ss atrrl brandirr{l \\ cll. Ceorge goe: rtn to s.lv th.lt if

()nc L1.lrt\ itr .t rclation>ltipr l-1a. halrtl, thcn tlre trtht'r partr rr ill lose thcir .r['ilitr tt, lr.tvc .111\'rr'ill s.tt.itr thc eiirt'.-titrtt ol tht' rt'l.rtiotrshiP. lrr fact tht' p.t111 tvtthottt lt.ttrd

rr'ill srrtter lrrrtl

inrinislrt'r'l s,,'ll r (rt'lll(.lr'tl(-('. s11f f1'1i11r .11 P()()r s('lt esleent ilnc'l il c()llr:e rrf thc lt.rntl rrl thc Ll()r'nir'1.'lrlt P.-trtt. Tltt' inr1.li1'.ltiotlr of (rrl(' l),lrt\ lrr'ttl:: 'harr,.l ' in btrsilress ."rrr r'lis.I:tr(rtlr, ir'lrl \1 r' trnlv necr.l trr ltrtrk a: iar .ts thc .\r.rstraliatl ar.li ertisittg itttl ttstrr or er tht' l.t5t tcn vt.lr\ ttr sr'e rr'h.tt I nte.ln. r.'l

The problem \\ rtrtr:t

hrrr,r

t'r c.rltl tlr.rl crl:tlrctiti,rn is hr'.rlthr-, t'ithr'r.'t cr)tliurllor tlr

h.'rr r'[-t't't't

\()rnrr()r'r(. irrr-01vr'ci

rr'itlr ; laroduct

<rr scrvicr-'

irr.r tirgin (rr inrnr.lturc nrarkt.t. Asitlc irrrnr .rchit'r'ing l'rcttt.r r-.rlrrc nl()n(rv t () f ('(11'lS U ln r'Ii, .1 u r.l g f t'rrY i rt g trt.trkct, aorttpctitiort is .tlsr' l.rrgrlr re:'p()ns,iblc for rignificant clrarrges Lr

us

i

rrt'ss

br.l'1.'l v

iou r

a lr

tl

u It

i

nr,r tcl

r

ft-rr

A

irr l'r u

si

lre:s

rel.rti0nship'rs, FOr anv ct)n1Panr., the f()ncef'rt

of tttultip'tle r-trttrF-rctittt15 rlludtts t[at tht' d c.nrttnstra t ion a nd c(rn'l n'l Lr iLrl t ion o I br.r n r'l va lue bectrnles P.t rd nt()utl t. \\'lr.rt nrost sccnl ttr nrisrrrrclt'rst.tnrl i. that ftrrrrg'r1.1i1i111r dor.sn't lI(,(.ln dr(rpPirrg r rrrrr p.lntr ()r begging t() \cdLlrc btr:ines:. Horr' r]l.lr'r\ hr.'g,g<]rs nr,rkr.. it lrig] \rrnc, ,'llld th.rt's L.ecau:c Pcol'rlt' titrtt't rt'r,rt{tti:.' r alut' frrtlrr pcople rlho appcar rle:pcratc ()r \\'ith()Llt crrtrfir.ience tn their calusc. I he :.tme g()c:. t(rr hrarrtlr .lnd the people th.tt repyg5r,nt thenr. I-tro manr- br.rnds gr).lb(rut securing trrrrirrcsr br p11v51i1uting tlrcrr ortrt rrttegrrtr. I hi: is r.ritert r.lotte rlith a ntotto oi 'rr hater er it takcs'or'eoirrg tlrt t'rtr.r nrilc'. Thc rr..sult of suih .rctitrrr i: alrlar > tlrc r'1

:lrort te rrrr rcttrrrr. lrch.tr itttrr.rl l)rr'(1'\ltrtt irr 1'1.1.,.' 11't,,, givcs the eliL'lrt.lll thc P1r11 r'1 (harr,.li.rnr.l It'ar t's tht'trranr.l rr ith all tht' .linrinirht'rl .rutlrtrrit-r' ()l Jn (lrLlcr takt'r. l(ing .rnl bclls ()ut tl'lrrc in .id landl srtrTl(r. Pttssi['rlr .t gotrri rr

itlt

.r

The cause \

orr r.lrrrr't rtecll ttr llrr,rk fo(.r i.rr

to this r"rrrirr.allhr

ior d cdust:

.tatr tri,rffairs. Ilunr.rrr

tt.tturc \uggsrti that nrtr:t rri tt:, like it or trrrt, look to r'rirl1r11 tlrc rr c,rk. 5rr lrr rr'pru5cnting \ ()rlr brand itr a n .tr th.tt !iugsest:' that vt'u are rr'illing trr eltr 'rr'h.rtcr-er rt tlkr's', \'(\Ll .lrrr \\'('.1k('nil'lq vr)tlr trran.l and .lsking trrr a relatitrnslriP .'it'r'oi,.l of nttttttal resLrâ&#x201A;Ź'c1 .rnr-l lor altr'.

S{r \\'h() ts ttr bietluel \\cll it oftcn crrnrc: tronr tht' toP 11f tht. topr. ln a rvorlrl .irir br "'n r(,\'(rnLlrr t.rrgt ts, thrrst, rr'ho set the t.rrget: oftcn h.rr e thr..ir lr.rnd: cl.rspt cl so tiqlrtlr arountl tlrt,purse:trirrgs th,rt tlrtv h.1r't. arrr tltt' circul.rtion oft ttr their br.rin. Jo tittrie untrained trr unskille-el irr [rr,rir.: relatiorrshrpr rkrlls, iler.ing rrn br.urr'l r .rIrir.. to nr.rle trlrr-lgt't .rnr,i satisfv stakchrrlr.lcr e\Frc(t(lti()n F.rob.rblr nrakc: {ctt,.l scns.'. l'his nrar n'e ll L.c thr' L.tsc in tlrc slrtrrt tr:rr':r. hr'ltr't'\'t'r tlrt. lrrng, tcrnr r.rnrific.ttitrns ttf rht: >tvle of lrolicv tlrcalls dinrinishc6 brarr.l cquit\', .'rnLl that is nevcr gooi.

So what is the answer? Stand for sonrctltirrg. Thr. strongcst .t|l!: most resilient branr.is stand for srrmctlrilrg,

Tlrt'r nrar tlcs unJr'r a stornl of competititrr, trut tlrcr rtcver lo:c thr.ir forrtirrg. PcoPlg nr'cd tir br'cmP()\l'ereel clnd leaciers hecel itr lc.rd r.rtht'r tlrarr sinrp'rlr- nl.1nagL'. ..\s sor)tr .'rs ri trrrr i rt.t

i

t'tr.rn.l allorvs

tr. .r rcl.r t iorrslr ip, 11',"n

gir cn tltc clicrrt pcrrnissiorl \'()u .rnLl vorrr offcrirtg.

.r t

clit'nt

Ir.r

trr

I br.r rr.l h; -

tt.r urrclt

rvrlu..

()rg.rnisation: that belier e 'the custor:lrr is .tlrr'.tl s riglrt' ,trr.. clr'.trl! st.ln11{ th.rt thcv thcnrselves cltrn't knrrn s hat r: riglrt ur rr-rtrnf, dnd are h"pF-) to be ttriti Irr Lrrit.t, g('t vr)Ltr Ltr.rnd ielentitr :tr.u{i.: bclicrc rn it rrrlrl c()ntmunic.rtt, th.rt bt.lrt,:.': t.vt.r\. r)Ppr)rtut'litr'. Resist tht ternPt.rtlrrt'] i\r give arvar' 'honei for imnrr.tli.'tti' gairr. \. Cir'tlrgt' iound out, 'keePinS s()nlc()lrtr h.it';','. e.rrl [t)St v(lu

r-rcn'thing.

Keri T'eachei ls manaQtng pariner c' ADCcnr,'r. V\ o rt 6io 76 u p a n d'f o r: ^ cie' :' Srand SehAvtCti,


Does Your Brand Have Hand  

A landmark branding article written by Australian brand expert Karl Treacher.

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