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Two (Brands) for Relevant Change: GE = General "Enterprises"; NAACP = (?? - Pick One)
By Brock Novak (about the author)
Become a Fan -- Page 3 of 3 page(s)
New brand name: GE = General "Enterprises"
NAACP:
1) If the purpose of the organization is to solely serve the African American community, then drop the (current) "C" name and call it:
a) NAABP – the "N Double A BP" - National Association for the Advancement of Black People, or
b) NAAAA – the "NA Triple A" – National Association for the Advancement of African Americans.
2) If the "evolved" purpose is to broadly help ALL people as the Mission Statement suggests, then change it to:
a) NAAAP – N "Triple A" P – National Association for the Advancement of All People
Or,
b) Keep the "NAACP" by changing the "C" meaning from "Colored" to "Common" to become:
The "National Association for the Advancement of Common People"
In conclusion, GE and the NAACP seek to responsibly advance the future. However, their brand messaging regresses to the past. The gap between capabilities and goals must be closed to achieve desired results.
Without an effective brand name/message in this day and age, one which fundamentally reflects and tells the "buyer/receiver" precisely who you are, what you are about and what you offer, they will instead seek the product or service elsewhere. In fact, if your brand messaging is weak or disconnected to your offering, closing the organization capabilities versus goals gap is impossible. To close that gap, brand messaging must mesh and reflect what that entity is all about and in business (purpose) to deliver.
That brand name and image should therefore always reflect relevance and respect of any particular entity's current and going forward offerings, guiding values, services and principles. That requires constant attention to ensure the consistency between branding and product, and be updated or evolved as necessary to match the evolution of the entity.
Quite frankly, on GE, if they can't even keep the brand name and messaging current, why should it be surprising that their earnings were a complete "surprise". See GE CEO Jeff Immelt section – Part 2 of this Article tomorrow.
The Author therefore has provided a few food for thought suggestions to help GE and the NAACP evolve and upgrade their brand names and messaging to move each from current irrelevancy to 21st century relevance and direction.
In doing so, both GE and the NAACP will be more effective in messaging to customers and constituents, and accordingly be benefited with improvement in the health, impact and overall reach of their organizations.
Indeed the beginning of a new and healthy relationship between brand and results, which all other organizations and companies struggling with the GE/NAACP type "brand vs. results gap/differential", can model and emulate.
Become a Fan -- Page 3 of 3 page(s)
NAACP:
1) If the purpose of the organization is to solely serve the African American community, then drop the (current) "C" name and call it:
a) NAABP – the "N Double A BP" - National Association for the Advancement of Black People, or
b) NAAAA – the "NA Triple A" – National Association for the Advancement of African Americans.
2) If the "evolved" purpose is to broadly help ALL people as the Mission Statement suggests, then change it to:
a) NAAAP – N "Triple A" P – National Association for the Advancement of All People
Or,
b) Keep the "NAACP" by changing the "C" meaning from "Colored" to "Common" to become:
The "National Association for the Advancement of Common People"
In conclusion, GE and the NAACP seek to responsibly advance the future. However, their brand messaging regresses to the past. The gap between capabilities and goals must be closed to achieve desired results.
Without an effective brand name/message in this day and age, one which fundamentally reflects and tells the "buyer/receiver" precisely who you are, what you are about and what you offer, they will instead seek the product or service elsewhere. In fact, if your brand messaging is weak or disconnected to your offering, closing the organization capabilities versus goals gap is impossible. To close that gap, brand messaging must mesh and reflect what that entity is all about and in business (purpose) to deliver.
That brand name and image should therefore always reflect relevance and respect of any particular entity's current and going forward offerings, guiding values, services and principles. That requires constant attention to ensure the consistency between branding and product, and be updated or evolved as necessary to match the evolution of the entity.
Quite frankly, on GE, if they can't even keep the brand name and messaging current, why should it be surprising that their earnings were a complete "surprise". See GE CEO Jeff Immelt section – Part 2 of this Article tomorrow.
The Author therefore has provided a few food for thought suggestions to help GE and the NAACP evolve and upgrade their brand names and messaging to move each from current irrelevancy to 21st century relevance and direction.
In doing so, both GE and the NAACP will be more effective in messaging to customers and constituents, and accordingly be benefited with improvement in the health, impact and overall reach of their organizations.
Indeed the beginning of a new and healthy relationship between brand and results, which all other organizations and companies struggling with the GE/NAACP type "brand vs. results gap/differential", can model and emulate.
Brock Novak is a freelance Military and Geo-Political Analyst. He is credited with coining the contextual term "COMMULISM" (COMMUnism fueled by capitaLISM), the "Commulism Series", and creating the "Commulism Response Framework" (CRF).
Among (more...)
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