Brand equals ambition, determination and success

Brands must be ambitious. Since they are a tool for conquering territories and people they are necessarily ambitious and that strategies found behind them –again must-sustain these ambitions. A brand strategy that does not imply the development and high laths does not have real value. In the world of the brands the “ maintaining” strategies are cards badly played. This type of thinking refers both to existing brands and also to the ones who want to get on the market.

A good comparison, even relevant I might say, can be done with the performance of the national football team of Romania at the recent championship. I don not know much about football and I am not a fan, but I watch the games of the national team, it is natural. What I have observed at the game we have played with Holland.

The Romanians didn’t not the fighters’ spirit, the physical and psychological resistance and it was easy to see in every minute of the game the poor tactical training, I’d dare say not existent as well as the poor technical control of the ball. Each player, taken individually, has talent, greater specialists than I say this.

As a whole the team was showing a deficit. The Dutch have proved to be organized, tactic, strategy, ball control, physical and psychological training and resistance, combativity. They permanently controlled the ball and created situations, turning mistakes into advantages. From my point of view something like this only works with serious training and a setting of each player’s inner computer, set for victory.

To finish with football I can give the Turkish as an example. They have been incredible fighters and have proved pure and simple that in their minds there is place only for victory. And they have not been Eastern at all, as opposed to our players.

From my point of view, based on the last 14 years since, as designer and consultant I have worked for a great number of companies and Romanian brands is that managers and owners have the tendency to bet on conservatory things, more than on combative strategies and this is felt in economic performance, in brand awareness and in the attitude towards markets, and, very important, potential markets and opportunities. I repeat: potential opportunities.

But in order to take advantage of the opportunities you must have the eyes and mind open, combative spirit, to plan but also to take risks, to attack but also to have back up solutions. All of these together are called Vision, Strategy and Tactic.

Ask a consultant, he will know how to better explain it. I name this complex of factors very important for brands The brand impact Model. A good friend told me recently that in his opinion the success of most Romanian brands-few- are due to luck and empty and permissive market. This means that vision, strategy and tactics have not been internalized, explained, planned, implemented and everything wad done in a hurry, taking advantage of consumer’s hunger, irregular market and lack of competition.

What is happening now in economy seems of great importance for brands and will have major implications on them. The certain thing is that only the companies that invest strategically and on medium and log term in their brands will be successful.

The real estate market is relevant. It has brought great profits over night, until now. The hunger for living spaces and the credits have allowed this situation, but at this point it has come to a standstill, prices are dropping and the sales are not great at all, as some have been used to.

The real estate investors who afford to mark profits in a horizon of time and will build according with the requests, not randomly, will survive. Other economic fields will soon face the same situation.

The easy period has come to an end, the real game begins. The Dutch know why. I used to end my editorial with” branding comes from the inside”. Now I think I should say” compulsory branding comes from the inside and is a strong proof of ambition and desire to achieve clearly set objectives”.