Chinese Whisper - Brand Lesson

At times, Branding can be like a game of Chinese Whispers. Whisper a complicated word into the ear of the first participant in a group and by the time it comes back the word is lengthened or shortened and changed beyond recognition. Try playing the same game with a very very simple word instead. Fair chance that it will remain intact even after a few rounds of whispering.

It is the same with Branding. Have a complex brand positioning, the purpose is lost even before it crosses the chain of management, marketing, sales. Forget the crucial player in the chain - Customer.

Then why do more and more brand owners come up with complex marketing messages. Because they think complexity equals deafening impact and more importantly it will make them look good. But in reality, your brand should be a force of ONE. Just one word. One association. Powerful without dissipation. For example Google means 'Search'; LinkedIn means 'Networking'. What's yours? That is understood by all in the chain from CEOs to the salesgirl in the retail store to the courier pick-up guy.