Branding: Do it right the first time!

While rebranding could be an option for failed or weak brands, it’s expensive. It is like an ascending aircraft that failed to maintain its consistent pace on the runway, while deciding at the end that it needs to take-off right away, requiring above-average energy to push it up harder. Maintaining consistent speed and taking off at the right point could have been less expensive!

Yes, when it comes to branding, it better be done right the first time! Cheap experiments with brands could be utterly expensive in the long-run. Look at the initial craze of Mojo cola in its early years that pushed the highly competitive soft-drink market towards its advantage. The early “investment” in widespread promotion appeared to be successful in its critical positioning. Mojo’s contemporary domestic competitor like “Pran” cola, later coming back with the brand name “Maxx”, seems to be struggling with apparently meager promotion campaign. Although we don’t see widespread promotion of Mojo right now, its already-established positioning probably helped a lot in maintaining its steady market situation. In fact, it seems that it took-off the runway at the right point, and now soaring in the sky without the need for huge energy! Doing it right the first time not only saves time and money, but also leads to a stronger brand.


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
This entry was posted in Branding and Communication, Marketing Practices and tagged , , , . Bookmark the permalink.

2 Responses to Branding: Do it right the first time!

  1. Talukdar Mohammad Raju says:

    Interesting story Indeed. We have a lot to learn from this story.

  2. Gazi Sharmin says:

    From this blog I understand that now markets are more challenging; if I want to position my brand I have to set large amount of experiment that is setting big amount of promotional cost which may beat highly competitive market. Thank you Sir.

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