Even with a super marketing team behind you, it can really supplement your marketing efforts to have a third party look at what you're putting out there objectively, and critique it honestly. An outsider (who doesn't need to worry about losing their job by saying the wrong thing) might be the first to tell you something that should have been said a long time ago.
Following on from my previous blog about the importance of belief in branding, what I want to do now is look at a brand that has tapped into our collective belief to such an extent, that it has not only transformed the way we think and feel about a very ordinary pastime, but has helped define the culture of entire nations. And that brand is Football.
When I write blogs or articles about branding, I like to start by reminding myself of a simple, though maybe uncomfortable truth which is: Brands do not actually exist. Yes, we create physical things that give brands a physical presence, but the idea of ‘brand’ is purely a figment of our collective imagination.