As more companies struggle to differentiate themselves in crowded markets, businesses can’t afford to let brilliant branding initiatives go to waste.
My company recently partnered with FocusVision to study brand dilution in more depth. Our research revealed that brand stories become less potent as they leave marketing and travel through different departments. By the time a message reaches front-line employees, it can look nothing like the marketing team’s original idea.
Of the people we surveyed, only 43% were highly confident that the workers within their organizations could tell the company’s brand story accurately. In my personal experience, I have yet to speak to a company that doesn’t struggle with this issue. It’s an age-old problem that a lot of professionals seem to have accepted as the status quo.
Marketing teams have the power to change that, though. To do so, they have to take ownership of brand dilution and help their colleagues tell the stories they worked so hard to create.
Fighting brand dilution from within