Honesty really is the best policy, whether in branding or in government or most any other social endeavor. In the B2B marketplace, a company must not make promises that its organization is not prepared to keep, and this is what brand identity development is all about. There really is a process to this. Business leadership starts with an understanding of the company’s greater value potential, an understanding that guides organizational alignment and strategic marketing in the context of a given market segment’s related unmet needs. This is rather straightforward stuff.
If only political leadership worked this way.
As a small business owner, I can attest that government has not been kind to business. The state of Illinois has been especially adversarial. So I have been quite persuaded by the republican refrain that the democratic agenda is the growth of government by way of a tax-and-spend mindset. But notice now, how the republicans are hitting the airwaves, announcing a new “Pledge to America”. In their every rehearsed statement, whichever newfound republican “leader” is being introduced, you hear this united explanation for their total, foot-dragging, in absentia throughout the beginning, middle and final closeout to this recession: It turns out the reason republicans have been so divided, divisive and irrelevant when their country needed them is because all this time…
“We were listening to the American people.”
Honesty is the best policy in business leadership, because the intelligence of B2B customers is understood and respected. Not so in politics, where would-be “leaders” are incapable of overestimating the intelligence of voters.
jb
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