Give Them Reason 11: Work in Progress

(a series of notes for inspiring brands)

brand-note-11-work-in-progess-large Branding is a never-ending work in progress. To continue offering a clear and compelling choice to people, companies must constantly adapt and reinforce their purpose.

Take Action:

Branding is not something you can check off your to-do list. It requires ongoing investment to remain relevant for an ever-changing audience and market. While you invest in strengthening your brand, your competition is also adapting, and refining theirs. Awareness will enable your brand to maintain a unique offering through offensive, and defensive changes.

Great Resource:

Coke vs. Pepsi: How Two Iconic U.S. Brands Battled for Worldwide Dominance The 12 Most Intense Marketing Wars Ever Why successful companies keep investing in ongoing marketing

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