Michael D. Moberly – October 18, 2023
Brand development and management warrant effective safeguards and risk mitigation. All is directly relevant – contributes to brand attractivity, differentiation, durability, and sustainability.
Brand safeguards and risk mitigation readily translate as respected constituents to (business-brand) attractivity, differentiation, valuation, competitiveness, and revenue generation.
The process of branding and the development of a brand are intangible asset intensive, dependent, and reliant.
Overlooking or marginalizing leaders’ (fiduciary) obligations to effectively safeguard and mitigate risk to a brand; we are obliged to recognize that routinely today, once risks materialize – target a brand, et al, the adverse effects – impacts can rapidly alter, stifle, undermine, destabilize, disrupt, and otherwise devalue a brand along with the products, services, reputations, innovations, and standing which that brand represents.
The development – creation of a brand, includes the introduction of attractive, understandable, and translatable forms and contexts of the right intangible assets, i.e.,
- intellectual capital (knowledge, knowhow).
- structural capital (processes, procedures, logistics, etc.), and
- relationship capital (associations, correlations, connections, and alliances).
introduced at the right time, conveyed in the right way, delivered at the right cost, attractively and receptively in various messaging mediums.
A primary goal of-to-for branding is to attract – pursue – earn space in the minds of prospective buyers, consumers, and/or investors, etc., as a distinguishable, viable, and preferred option for a product, service, reputation, concept, and operating culture personality.
One difference between a brand and a product is that a product is (generally) tangible and physical, whereas a service is intended to satisfy a specific need or a desire.
In contrast, a brand is a unique (distinctive – distinguishable) identity representing a company or organization and its operating culture personality, values, and reputation.
Branding – brands are also opportunities for a business to convey its mission – vision, ala a story describing what consumers and/or investors can expect, what the company stands for, why the company exists, and why this company is relevant.
Effective brands-branding are often reflections of ‘market space leadership’. For example, a company may (a.) strive to be the first to develop a new feature, version, and/or capability of a product or service in a particular market, which (b.) may include creating a ‘technology – user standard’ which others have an interest in following – trying to replicate.
Each goal, opportunity, and space (described above), develops, holds, adds, conveys, and delivers differentiation, competitiveness, revenue generation potential, and durability – sustainability of valuation. Each is ‘mission essential’, irrespective of sector, size, or stage of development.
The ‘Business Intangible Asset Blog’ is experientially researched, authored, and produced by Michael D. Moberly, to provide readers with reliable perspectives – nuanced insights to business things intangible.
