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WHERE ARE BRANDS BORN?

September 23, 2013

Many of you are working to build your brand. But where are brands born? Often people forget that brands begin with making sure your brand strategy is reflected in your vision statement. Case in point: Netflix. A WSJ column by Tom Gara (tom.gara@wsj.com) reflected on a recent change that Netflix made in their “Long Term View”, a manifesto-like vision statement on what the company is and what it is becoming.

Originally published in April 2013, it stated: “Over the coming decades and across the world, Internet TV will replace linear TV. Apps will replace channels, remote controls will disappear, and screens will proliferate. As Internet TV grows from millions to billions, Netflix, HBO, and ESPN are leading the way.” It has now been revised to: “As Internet TV grows from millions to billions, Netflix is leading the way.”

Netflix went from pushing the industry forward along with two of cable’s most successful players, to doing the work all on its own. What else has changed? Netflix used to state that they were “not a generic video company doing news, sports, reality TV and so on. We are movies and TV shows.” Now, it states: “We are a movie and TV series network.”

Why comment on these changes? Right now many of you are beginning to update your strategic plans for 2014. But are you forgetting to integrate your brand strategy into your plans? Remember, a brand grows out of what you say to yourself, before you say it to others. If you need help with developing your marketing plan for 2014, give me a call.

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