Fascinating post on the value of brands, and importantly how that value is developed. I highlighted the Lou Dobbs section, yet that doesn’t do justice to this thoughtful post.
As we know, Lou Dobbs has emerged as one of the major spokesmen rallying against illegal immigration. He has embraced what I consider to be a polarizing, red meat style in his tirades against immigrants, blaming them for all kinds of societal ills, some perhaps justified, others not. Clearly Lou Dobbs is entitled to his opinions, as I am to mine. In a free country with lots of choices, I simply do not have to listen to his program, Lou Dobbs Tonight, which is prominently shown on CNN seven days a week from 6 – 7 pm.
Increasingly, my feelings toward Lou Dobbs Tonight are spilling over toward CNN, which for many years has been my preferred source of news. CNN is a brand I have held in high esteem for a long time. But now I am upset at CNN for giving the angry, strident, divisive views of Lou Dobbs such prominence – although perhaps disappointed may be the more accurate description of my feelings.
The broader point here is that, implementing a reaction to other brands, that you feel are beating you is a bad idea. The Dobbs example is exemplified by the (inexlicably high) ratings of Fox News. Its apparently linked to taking a strong view, and voicing strong opinions. CNN levered the value and credibility of Dobbs, and promoted his book, and encouraged him to voice strident views including town hall promotions of his book.
I have no comment on his book, nor his views. The thoughtful Irving is simply no longer a customer, because the valued the previously news based CNN, versus the opinion based Dobbs.
CNN are guilty of following the leader, and trying to beat the leader.
It only makes sense that brands need to be able to define their purpose and meaning. If they are losing, because that defined purpose is a loser, then so be it, but changing on a dime will alienate and confuse customers.
Well worth the read.
Technorati Tags: brands, customer+experience
Bankwatch 
The next time we find ourselves in the same physical (not virtual) location, let’s go grab a beer, and I’ll help you understand why Fox News’ ratings are so high. Or read Bernard Goldberg’s books, starting with Bias.
Sounds like a plan!
Great post, Colin. I think that issue has to do with the success of so many things, from overall brand image and perception to the success of a single idea.