Ready, Fire, Aim: The Biggest Threat to Successful Brand Building
Posted on Apr. 3, 2016 / Subscribe 0
By: Kaylea Schule, USF PRSSA member
While kicking off her program, Nancy Walker, President of Walker Brands, shared an important insight.
"Over twenty years of branding, hundreds of programs, one thing I've learned-being strategic is the hardest part."
She shared that strategy is usually the step in which companies skip because the "fire" is the most fun. Many obstacles get in the way of strategic planning, including not having enough time, capital investment, and needing participation. However, the rewards for effective strategy are enormous. "It's all about distinction," said Walker.
A highlight of Walker's program was her introduction of the six steps of her method, The BrandWalk:
- Discovery
- Brand Platforms
- Brand Concepts
- Brand Planning
- Brand Assets
- Implantation of touch points
Walker concluded the luncheon by elaborating on a well-defined case study from Walker Brands on Horizon Bay Retirement Living. The previous campaign needed to be renewed desperately since the company was expanding rapidly. Horizon Bay needed something that would take them all the way. After months of discovery, the brand platform was found by telling stories of the residents. "Public Relations is about finding and telling beautiful stories over, and over again," said Walker.
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