La Verdadera Conexion Entre Marca Corporativa y Exito De La Compañia

The real connection between corporate brand and company
success
POSTED BY SCOTT CHRISTOFFERSON ON 12 SEPTEMBER 2011 @ 4:30 PM
Some companies seem to have an edge. Whether their industry is doingwell or struggling,
they always manage to outperform. This phenomenon prompts an endless array of business
books and consulting-firm studies explaining why. “Green Companies Do Better,” says A.T.Kearney. “Corporate integrity” drives superior share performance and employee productivity
says our sister program, the Compliance and Ethics Leadership Council. Numerous studies
point to “customerfocus” as the key to competitive advantage.
With most of these sources of advantage grounded in corporate identity and culture, it’s no
wonder communications professionals work so hard atstrengthening the corporate brand.
But what brand attributes matter? Should all companies try to be known as green,
responsible, and customer focused?
In collaboration with our members, the Council has lookedat this issue in depth. Our
conclusion: these attributes are very likely good ones, but defining your brand around
them is just as likely a losing brand strategy.
How is this possible? Allow me afew lines to explain:
· A corporate brand is valuable to the extent it drives an advantage, that is to say a
preference for the company from some valuable stakeholder group (e.g., customers,employees, suppliers, regulators).
· Qualities like sustainability, ethics, and customer focus likely do drive company
performance, but as brand attributes, they rarely drive stakeholder preference.
·This is primarily because these attributes are so widely touted that stakeholders
cannot perceive any meaningful difference between your organization and its
competitors.
· Differentiated brands have61% more impact on stakeholder preference than nondifferentiated
brands.
I’d love to know what you think of this. How does it fit with your experience?
I like to think of this as actually quite...