Brand credits are taken!

And forgive the mistakes of the ones who made them! Does it sound familiar? Maybe in the place where these word are pronounced we have to forgive the mistakes. Maybe. Unfortunately and fortunately, a market, in crisis or not, never forgives nothing and no one. Not even a second and a RON. Brand improvisations like” it works this way”, “ let’ move fast, we do not have time to lose, the product must come out”, sounds familiar too. The burned stages, the lost steps, the pseudo specialists hired “ to do the thing”, reduced budget are all credit that with good knowledge people who act like this take. The toy called brand, for some, is damaged rapidly. No worries, other will come who want and will take your place.

Inevitably, we get to today and tomorrow when everyone speaks of how big the crises is. To many comments on this theme, we want something optimistic, positive, active. The pessimism crisis is bigger than the crisis itself. And in these conditions the ones who took brand credit will get to the bottom of the bag. Because if the brand doesn’t function they will say it is an useless tool. Because they have no sale they will blame BNR, the crises, etc. Not the product or their expensive service, compared to the quality they offer. Not the inexistent brand strategy, the bad message communication, the internal alignment of the brand no one cares about, the mediocre package design, the dull brand name. The list could continue, the mistakes options are too many comparing with the correct decision options.

The brand is the best safety net in crisis times fro companies or products. A brand well built remains like a landmark over economic waves, that come and go. Well managed image will be the correct guide mark for the public that does not forgive even the smallest mistake. People do not by something just for functionality, they buy dreams, wishes at the same time. The appreciation for the inner quality of the product is decisive for the buying, but also any mistake at image level will be considered a flaw, that might throw the product into the forgetting sea. Affective needs, of status, of social recognition have a lot to say in choosing different brands. It is like a love affair. A bad image, a forgotten brand will raise questions regarding the possibility of the product to offer the needed satisfaction. Ignoring ingredients that well contributed to the relationship brand-consumer will create disappointment and disapproving, making room for the direction change of feelings towards audacious brand, that can offer fresh and positive image.

Attention! There is always on the market someone willing and capable to take your place. This is the competition that acknowledges value and power of brand well built, offensive, resistant, decided to make time efforts, energy and resources for the change or improving of products or image to ensure the satisfaction of the public’s requests. A brand taken on credit has no chance in front of a competitor prepared to face any economic storm with determination and optimism. A brand on credit, opportunist and narrow will be swallowed by the lack of strategy mortgage, the risk of losing notoriety and lost of trst being very high.

Just one advice: do not take and do not give brand credits, they have an extremely high interest and a risk degree too high! Invest in brands, in products and services, in dedicated people, in strategic thinking, in planning, in the little genius sparkles.