Yes, yes… you are right about the “entire brand relationship”. Hey… I like your passion!

(Yes, I left a message on mybloglog, but it was not about this matter. I’ll email you)

Let’s take a bad corporate brand image from another level. Let’s take that local
independent restaurant down the block from you, and the other restaurant across the street from it. One has a very professional brand image and the other is an obvoius home-made sign. No cars are parked out front of either. Which will you trust to be a superior dining experience? This scenario “could” make an impression based solely on the Brand’s logo.

Now let’s discuss dining with our friends and they say, the ugly restaurant has superior food and service. The other one, is snobbish and the portions small. You read how food critics rate the ugly one higher. You see that they are heavily involved in local charities, blah, blah, blah. Now here is where the entire brand sells the ugly one better over the slick one.

An additional arguement I will toss in is: how much money is the ugly one leaving on the table with an ugly brand image? If they’ve done this well with a low end image how much better would they be if they upgraded their corporate brand image. I contend that they will also get the business they lose from lousy curb appeal that scares away the un-informed clientele.

The point being - the ‘entire brand’ should do the best job it can, so that competition is kept at bay and you have a greater opportunity for growth.

(Pamil, mybloglog emailed me to say you left a message but I failed to find it. If it was mistaken - NEVER MIND.)