Cracker Barrel and FIFA: same thing

Cracker Barrel and FIFA could NOT be more similar.

Why?

In my Course, I say:
Branding could be seen as a layer between your business proposition and your marketplace – one that translates that proposition into terms that are relevant, understandable, and valued by your intended audiences; and often, that's all you can aim for. But you can let Branding do more: make it the directional beam of light within which all that a company does and say should reside and be colored by - a function that's described also as a lens through which all decisions are made or even as an operating system for the organization.

No matter which of those definitions you choose, as the result of the process of Branding ... 'Brand' is the idea that others have of you, one that transcends the merits of what you actually do or make. And as it resides in their minds, you don’t own your own brand - and never will. You can only define what you’d like that idea to be, operate and behave and communicate in such a way as to keep earning it, and work hard at letting it stay that way.

Cracker Barrel doesn't own the Cracker Barrel Brand, nor does FIFA - their marketplaces do. Yet, both acted as they did, ignoring the brands' boundaries - boundaries that were not theirs to change. From their business pulpit, they have always celebrated, praised, and iconized their Brand with their employees in the press and quarterly reports and analysts' calls, but ... talk is cheap - and both demonstrated how crassly they ignored it and its value.

I said elsewhere here that that's the real problem on both counts, the epitome of Corporate Arrogance with Respect to Brand -- seeing and treating Brand as you would approach a spreadsheet, a shameful lack of sensitivity about and respect of what Brand is and means and of the constituencies who actually own it: 'Brand' is a gift that the marketplace grants you.

For me, having lived and worked in CorporateIdentity-then-CorporateBranding, these are epic examples of 30 years of leftbrains in Branding, who despite their solemn brand-related public pronouncements still consider - and treat - 'Brand' as logo and decorative visuals.

(*As to FIFA-Infantino, you had burned yourself already on the same type of action two years ago when you tried the SuperLeague - and so double shame on you for just not getting it. More on this, and the similarities with Liberty Media and F1, soon here.)

#brand #branding #masterbranded #imgonnabeagurusomeday #fifa #infantino #FIFAandF1