|
Welcome to our Ideas That Matter, a
list of ideas, issues, and trends. Once in a while a new idea
pops up that infects our thinking and changes how we view things.
When that happens it ends up here. So visit us every now and
then
and
see what
new ideas have appeared on these pages.
LATEST
IDEA
Alignment
Matters
Just ask your local tyre place what badly aligned
wheels do to the handling of your car. Well it's really not
that much different for companies and brands – and I'm not
just talking about making your marketing messages match up...
When we first started using the term brand alignment
nearly a decade ago, it was a term that barely raised a blip
on the radar of business or even of other brand practitioners – how
things have changed! A Google search of the term pulls up around
10,000 hits. So what is brand alignment and why should you
care about it?
Brand alignment is the practice of brining together
what you believe with what your actions show – across
your WHOLE organization. This is not just an exercise in consistent
communications.
It is a deep philosophy of delivering your promise and doing
what you say you are going to do.
It is not just a consideration
for your customers or market place. It is something that
can impact everything and everyone from the mailroom to
the office
of the CEO. So don't settle for some weak facsimile of
the idea that only asks you to consider the impact from a marketing
standpoint. This is a ideal that packs a punch and can
transform the
way
your organization thinks and acts. Every day I see organisations around the world
who fail to deliver on what they say, who fail to do what they
believe, who undermine their potential effectiveness and fail
to make good on the promise of their brands. And all for one
simple reason - they don't align what they do , with what they
believe.
Are you unintentionally undermining your business
by not considering how your decisions and actions align and
support each other (or not). Chances are if you haven't asked
the question
then the answer is yes you are.
So here are some articles and links to get you
thinking about why your organisation might have more in common
with that wobbly rear wheel than you think.
Let's start with the word alignment. First used
in 1780, it has a far richer history and application than you
might think.
Read
on here Alignment has been around a long time - In the
early 15th century Copernicus first
positioned the sun at the centre of the universe and we have
been trying to get other things
to line up ever since.
Think you can't measure alignment, think again
surveyors have been doing it since Greek
and Roman times. For
a more modern approach Insync has an organisation
alignment survey that will help
show you where the gaps are.
OTHER IDEAS
Click here to visit the other ideas that have captured our curiosity and helped shape our perspective.
COPYRIGHT
This work on this page is licensed under a
Creative
Commons Attribution-Share Alike 3.0 Unported License.
|
