I feel like I’m now at a stage in my career where I have some (maybe?) useful insights that I can pass along to others to make their journey a bit easier. My most recent presentation was about managing legacy brands and in particular the evolution of the brand where I work at the Prospectors & Developers Association of Canada.
The presentation was one of my favorite ones in recent memory and got some great positive feedback from the crowd. It was a pleasure to give counsel on how to revitalize an old brand. There are some simple takeaways at the end that I hope you find some value in.
Brand management is the cornerstone of any good communications strategy and it isn’t hard to do if you keep your eyes on the road. So often we lose sight of the path forward and let our brands drift off and they become obscured, both internally to your colleagues and leadership but also externally to shareholders and stakeholders. It’s critical that you review and revisit your brand often and ensure you are aligning your products and execution to your brand strategy.