My colleague Ed Daniel shared this link with me, with a view to discussing how it could analyse competing brands. I thought that the interactive graph there was useful as it is, revealing the factions at play in the Middle East conflicts. It is important to remember that it is not a conflict between two parties, which the graph highlights.
   But I do take Ed’s point. Most organizations are not just about company and client. Distributors, wholesalers, advertising agencies, potential recruits, politicians—all these are likely to be audiences who are affected by the actions of the brand. Granted, some don’t have a fully direct connection, but they are part of the mix.
   Thus, al-Qaeda and Red China are both on the graph—perhaps there is no direct connection, but the actions of one impact on the other. While the brand has no direct impact on a wholesaler, which has to manage its own brand, its branding activity will help drive the wholesaler’s bottom line.
   When one considers branding, one may have to consider that the message needs to be consistent with all audiences. Posted by Jack Yan, 07:13  permalink

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