The Brand Value Engine
Your business is either building brand value or eroding it.
Visibility. Promise. Delivery.
Most organizations treat these as separate problems. They’re not.
The Three Drivers of Brand Value
Creating long-term brand value requires combining visibility, promise and delivery. Each of those can act as a multiplier for the others, or as an eraser.
When all three work together, they magnify each other and create iconic brands. It's why Apple is far and away the most valuable computer and personal electronics manufacturer despite rarely being first to market, and why Disney theme parks have ruled their category since the opening of Disneyland in 1955.
If one of the three fails, that failure undermines the benefits of the others. Which is why powerhouse brands like Kodak and Blockbuster became irrelevant when their promises stopped mattering to their customers, despite their status as household names with unmatched visibility. And why Southwest Airlines operational struggles had an outsized impact on their brand given their high visibility and promise of friendly, reliable air travel.
The Brand Value Engine is a framework that helps organizations strategically align visibility, promise and delivery to build long-term brand value.
Who does this help?
The short answer is any organization looking to gain more traction from their brand. Large organizations with high visibility already have reach. The question is whether their promise matters to their audiences, and whether their delivery actually lives up to their promises. When visibility is high and promise or delivery falls short, the damage scales with the reach.
Emerging brands face similar challenges. Resources for building visibility are limited, and every dollar spent on it should be working as hard as possible. Many focus on making a splash with memorable messaging. The problem is that memorable isn't enough if the promise doesn't matter or delivery doesn't back it up.