Saturday, August 31, 2013

GROW - Why Brand Ideals Matter For Businesses And Individuals

I recently started listening to the book GROW - How Ideals Power Growth and Profit at the World's Greatest Companies. The author Jim Stengel argues that companies that have a larger purpose than just increasing shareholder value grow three time faster than others. Some of the companies he discusses are performing not so well now-a-days. BlackBerry and HP are good examples of such companies. That makes me think that ideals also need to evolve with time. What a company stood for 30 years back may not be relevant today.

Like most marketing professionals, he believes that a business is all about its brand. Despite all those limitations, his insight into the value of brands and ideals is useful to listen too.

I think brand ideals matter for individuals too. Having a larger purpose for everything I do and having a certain reputation certainly helps me at work. Investing in building such an individual brand ideal and conveying that to others is worth the effort.

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