Comments on: The Barbecue Summer that Wasn’t http://pollywoginc.com/blog/2009/08/12/the-barbecue-summer-that-wasnt/ Mon, 06 Feb 2012 05:28:16 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Tony http://pollywoginc.com/blog/2009/08/12/the-barbecue-summer-that-wasnt/comment-page-1/#comment-347 Tony Wed, 12 Aug 2009 14:24:47 +0000 http://pollywoginc.com/blog/?p=264#comment-347 Devon, I like your example of a name or even a phrase describing the anticipated weather conjures up visions of family time enjoyed in the sun. Your last sentence is the key to the whole thing - delivering on the brand promise is critical. So, what happens when you can't "live the brand?" Do you change the name? Develop communications to better align the desired perception with the actual experience? I know that, ideally, we'd recommend making operational changes as necessary to ensure the promise can be delivered - events (or seasons) can't be changed, until the next event or season comes around. As the 91st PGA Championship is underway in Minnesota this week, I can't help but relate this story to an event like that one ... and how they would handle "next year" or "next time" if something made it impossible to live up to their brand promise as one of the premier sporting events in the world? I guess that's one thing we like about working with B2B companies ... it's easier to get our arms around their business goals and desired brand perceptions, research the actual perceptions, then develop strategies to bridge those gaps. Devon, I like your example of a name or even a phrase describing the anticipated weather conjures up visions of family time enjoyed in the sun. Your last sentence is the key to the whole thing – delivering on the brand promise is critical.

So, what happens when you can’t “live the brand?” Do you change the name? Develop communications to better align the desired perception with the actual experience? I know that, ideally, we’d recommend making operational changes as necessary to ensure the promise can be delivered – events (or seasons) can’t be changed, until the next event or season comes around.

As the 91st PGA Championship is underway in Minnesota this week, I can’t help but relate this story to an event like that one … and how they would handle “next year” or “next time” if something made it impossible to live up to their brand promise as one of the premier sporting events in the world?

I guess that’s one thing we like about working with B2B companies … it’s easier to get our arms around their business goals and desired brand perceptions, research the actual perceptions, then develop strategies to bridge those gaps.

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