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Can your brand custodian see beyond the next quarter?

Posted by Navin Harish - 4 Comments

The easiest way to explain what I am saying is to ask yourself if given the choice, would you for any reason, go for a lower paying job? If the answer is not an outright “No” you already understand the importance of long term gains. They are certainly worth sacrificing some short term benefits.

The same is true with your brand and communication surrounding it. Can you be sure that people responsible for building and maintaining your brand won’t be tempted to take a decision to make their quarterly statements look good? The answer to this will help you identify the people who you can trust with your brand.


Are you focused?

Posted by Navin Harish - 2 Comments

Would an bollywood extra get a leading role?

Would you buy a pair of shoe made by the cobbler who sits outside your building?

Would you ask the roadside vada-pao vendor to cater to your next party?

The answer to all the above questions is “unlikely”. Perception is more real than reality and although the people mentioned above may have the capability to play the lead role or to make better shoes then Gucci or cook better food than your regular caterer but they are not perceived as such so they will find it very hard to break that image.

Same is the case with your company. If you aim to do bigger projects, you should stay away from the petty stuff no matter how hard it is to resist the temptation.

Sex appeal is 50% what you have and 50% what other think you have.