The Diffuse Brand Strategy – What Went Wrong?

This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment, or both.

This diagram sums up the way most brands go wrong, and what it takes to get to the holy grail of the authentic brand.



The Fragmented Brand and Diffuse Brand share a common lack of team commitment. But the diffuse brand also lacks exploration. This is the brand we find with our most R&D focused clients. Hard core science – not marketing – is their life blood. Given the right facilitator and workflow they are great at inventing brands. But left unattended, brand is absent from their brilliant minds.

 

You don’t want to be this brand. There isn’t enough energy behind this brand to even bother with good marketing, so why should any client want to bother considering it?