By Glen Gardner/CEO Glen Gardner and Associates
There are some that say branding isn't as important as it used to be. I've read articles that talk about the lack of brand loyalty, particularly with the younger demos.
There certainly is some truth to the notion that it's more difficult to cut through more clutter and more channels of communication to burn in a brand. The companies that do it well don't throw up their hands and give up. They make the brand relevant by always being new and different.
A company that does this very well is the Lego company. These plastic blocks that lock together to make stuff are about as low tech a toy as you can find, but have managed to stay relevant in the face of Xbox, IPad and whatever digital wonder comes next.
The point was driven home when I checked what had done well at the box office over the weekend. Again the Lego movie was number-one at forty-five million dollars. Not bad for a low tech toy that's been around the block a few times. I believe brand still does matter, but you have to work at staying relevant.
I don't see a Lincoln Log movie or Cabbage Patch TV show. Those brands did not do a good job of staying relevant. Do you?
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