Today I saw a new publication on LinkedIn of a Marketing & Brand Design book that initially seems nice: If you combine marketing and brand design and make a good mix in terms of effort, then you are doing well as far as I am concerned. So it's great that the world is once again richer in a publication about this.
In the LinkedIn thread with the author, it appears that there are case descriptions from real top companies. The 'best examples' of the 'top companies' have been brought to the surface again. I understand that the author needs attention for his book, because otherwise it would logically not be read at all.
In practice, I see an estimated 99% of all companies up to about 40 FTE zero point zero who can use 'best examples' of the 'top companies', because they are not multinational, cannot burn millions of investors to raise the mark and surf. But mainly because they are a completely different company, and therefore have different problems, and customers who expect something different from CoolBlue, Nike, etc.
It's quite a shame to try to transform Cases from corporates to your own organization. Lots of effort and minimal chance of return on investment. You won't get certainty of success anywhere, but start with the most obvious actions that fit perfectly with your company, culture and customers. Be averse to 'how to do it' and don't drown in all utopian examples, but put into practice what you think will be the most successful for your company and customers. That's challenging enough.
And who knows, your company might end up in such a book ;-)
