Does your organization suffer from E.B.T.B. (Everything But The Brand) Syndrome?
When many organizations struggle with falling revenue, or shifting business landscapes (channels, audiences, competitors, etc.), they embark on a predictable approach to addressing issues:
• They change management.
• They study operations.
• Analyze financials.
• Overhaul the sales and marketing approach.
But all too often, they forget the brand.
• Is it relevant?
• Is its positioning and value properly defined?
• Is its messaging clearly articulated?
E.B.T.B. Syndrome is a phenomenon that often takes place with (though is not limited to) management teams that have built, or been handed, a once-strong brand that no longer performs at past levels.
The primary symptom: Being fooled into believe past strength translates into future power.
E.B.T.B. Syndrome causes companies to look at improving every aspect of an organization, but the brand, itself.
Remember: Building, strengthening and redirecting the brand is one of the first, and arguably most critical, steps you can take to 'fixing' many business challenges.
Or better still, ensuring they never happen in the first place.
Does your brand face difficult challenges?
Does it suffer from E.B.T.B. Syndrome?
If so, Cohesion can help. Contact Brian Creath, president of Cohesion at bcreath@cohesioncompany.com or at 314-276-5383.
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Cohesion is a strategic brand consultancy that helps organizations position, package and articulate the essence and direction of businesses, brands, solutions and issues. Since 1999, our work has created new value and revenue for more than 180 organizations, including Fortune 500 corporations, mid-market companies and innovative small businesses. To learn more visit cohesioncompany.com, or contact Brian Creath, president, at bcreath@cohesioncompany.com.
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