Is brand entropy inevitable?

My blog last week got quite a few comments with a bit of a discussion around what my position was on Qantas’ actions around the lock out. Just to be clear, just because I was critical of the actions of Alan Joyce and theb doesn’t mean I am automatically in support of the unions and their position.

Oh, if only things were that black and white. But they aren’t.

So how does it get to this point, where we are discussing the demise of a once iconic and venerable brand?

Qantas is not alone; the graveyard is littered with companies that have lost sight of their purpose and taken their brands down with them – after all there is no separation between the two, when the company falls so too does the brand.

Which begs the question – is entropy of brand inevitable? Is it only a matter of time before degradation and disorganisation prevails, leading to a point where it becomes unsustainable and disintegrates?

Three factors I see play a major role in brand entropy are focus, complexity and time.

Focus, because sustaining it is really hard and gets harder the more complex the organisation. That’s why a clear purpose is so important – it helps brands to be focused and evolve at the same time.

Complexity, because while companies are small in scope and numbers of people, it’s relatively easy to hold it together. The more complex the company gets, the more products and processes, the more people, the more moving parts, the more likely that things will start to fray. Just a little at first. Then accelerating over time.

And time because it (usually) leads to the other two!

So is brand entropy inevitable? I’ll say yes – unless…

Unless the company pays continuous and deliberate attention to keeping their promises and to the evolution of those promises over time to meet the needs of customers and other stakeholders (with apologies for the mixed scientific metaphors).

See you next week.

Michel Hogan is an independent Brand adviser and advocate. Through her work with Brandology here in Australia and in the United States she helps organisations make promises they can keep and keep the promises they make, with a strong sustainable brand as the result. She also publishes the Brand thought leadership blog – Brand Alignment. You can follow Michel on Twitter @michelhogan.