Purposeful second-stage companies are more likely to grow and scale in 2021 and beyond following industry disruption caused by the global COVID-19 pandemic. Research suggests that consumer expectations are changing, and consumers now expect brands to be meaningful problem-solvers. More than ever, brands need to act with purpose and articulate their purpose well through brand positioning.
How does a brand transcend a founder while still keeping their value, perspective, and influence? This is a uniquely “second-stage” dilemma. Whether you are talking about the next generation of a family business, a new company that emerges after a merger, or installing a new CEO, the question is essentially the same. This is also a question that Six-Point is facing as Six-Point co-founder, David Wicks, prepares to retire at the end of 2020. One of the main questions our agency has had to ask is not “how will we replace David” but instead, “how will we keep David’s influence intact?”
Highly detailed 12-month marketing plans are a thing of the past. You need a more agile way to plan your marketing activity that still allows you to think ahead, but also is built to be responsive to changes in your business and the market. Enter the marketing road map. This version of agile planning can be accelerated or decelerated as needed.
As companies grow and scale, there are points in the business lifecycle when clearly articulating a brand strategy is critical to success. Brand strategy provides clarity and consistency to customers and employees. When companies prepare for a merger, a new market entry, or building out a marketing department for the first time, this clarity and consistency is an indispensable tool.
If you want to build a brand that really lasts, having a message that lives with one person is a dangerous thing. Ken Meyers, founder of the Smartfood brand, which he sold to Frito Lay, discussed why getting other viewpoints is critical to creating an impactful message that resonates with a wider and more enduring audience.
Leaders should think of their brand like a flag or a badge. A brand is a way to deliver a message that they want other people to absorb and embrace. And a big leadership lesson is that just because a message that you personally created resonates with you, it does not mean that it will resonate with others.
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