Brand Leadership Is More Than A Product

Brand Leadership and why it matters

How does one develop brand leadership for their product or service? Leading companies usually develop brand leadership based on more than their product or service.

Working with several companies, I found that when there is a lack of vision for a company is usually the result of staying too focused on reaching a single monthly sale quota. 

This is the only important factor that the company is basing its success, what are their monthly numbers.

Of course, we do that too here at The Marketing Boutique but this is part of a larger plan, which includes company and personal goals and from time to time, we also check our path to see if we are on track, forks in the road and the path not taken vis-à-vis our vision. 

Lack of vision is boring.

When you add vision and mission, brand leadership is more than a product

The Marketing Boutique


  1. Stubborn:  You continue to believe that the promotional efforts you did ten years ago were better than this year without taking into account global recession, competitive growth, technological advancement (which affects the prospective client’s needs) and, of course, the changing needs of the new customer.  Change: Do a solid market review to help you measure your promotional efforts.   
  2. Stuck:  You firmly believe in the process, almost to the point that you can get stuck on terms.  You even expect everyone to learn these terms, convinced that this makes for a better running company.  But this doesn’t leave any room for brainstorming, open platform for discussion or free forum of ideas to flow in the boardroom. Change: Try to create an agile process and invite your staff to share their views.  Take advantage of the free flow of ideas and make sure you say thank you.
  3. Expand Your Network: Probably the worst of all offenders is going it alone or hiring the same-same. Look for people who have a fresh perspective. Invite like-minded companies to be part of your board.  
  4. Negativity:  To be in business is to be an optimist.  Change: Thank your staff, smile and walk away when you are negative. You will get more from your employees with a bit of honey than a gallon of vinegar.
  5. Lack of Learning:  We can all agree that continual learning and improving one’s expertise is beneficial to any business.  It is as easy as buying a book and taking an e-course like our Branded! Be the Change: Invest in your best people. 
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