Ben Bidlack’s approach to investing in brand strategy is robustly simple. Effective brands engage their internal and external audiences, transforming them into ardent fans. If brand religion is the goal, Bidlack’s approach to brand building is anything but mystical. He starts with a hard, nakedly honest assessment of a company’s actual position in the world. He extends the assessment outward to the full set of competitive brands and offerings, and inward into the mindset and needs of prospects. The challenge is to develop the one, possibly two, emotionally compelling and overarching brand strategies that account for insights in all three areas: company capabilities/culture, competition and customers. And finally, he helps the company express that single brand idea, and deliver on that promise, through every pore of the organization.
Contributing Authors: Bennett E. McClellan and Benjamin Bidlack