Author: Sylvia Palka Melo, Senior Consultant, LEVEL5 Strategy Group
More than three decades ago, David Kincaid was putting himself through Queen’s University playing drums in a rock band. It’s a period in his life he recalls with fondness. These days, he regularly returns to his old Queen’s stomping grounds, serving as an Adjunct Professor of brand management at the Smith School of Business.
This month, you can also find the Artsci’81 alumni’s latest book – The Value of a Promise Consistently Kept – featured in the latest issue of Queen’s Alumni Review (2016 Issue #2, pp 50). The feature can be found in the Ex libris column, which highlights books by alumni and faculty.
Whether it’s standing in front of a classroom of business students or a boardroom of C-suite executives, David has been on a mission over the last 30+ years to clarify the confusion between brand management and marketing and to demonstrate how organizations can prosper by managing their brand as an asset. That’s why he coined the title of his first book The Value of a Promise Consistently Kept – to inspire business leaders of today and tomorrow to unlock the power of their organization’s brand and leverage it throughout their entire business system.
At LEVEL5, we define brand as THE VALUE OF A PROMISE CONSISTENTLY KEPT. Here’s what we mean:
You can measure the value of your brand on your balance sheet — usually a major contributor to the value on the goodwill line. You can monitor its value by using internal and external metrics. Using these metrics, management can evaluate each activity within the organization, based on its contribution to the brand’s performance and its return on investment.
A brand represents a promise made by an individual or an organization to its customers, its employees, and its shareholders to deliver value that’s unique to that brand alone.
To keep the promise of a brand consistently, leaders must inspire and coordinate everyone within the organization to work toward the common goal of delivering value to its customers. They must demonstrate clearly how each person contributes to the brand’s success and encourage and reward each person to keep the brand’s promise.
In the words of David Kincaid, “a branded business system guides not only what a company sells but also how the company is run. Only C-suite executives have the comprehensive perspective and accountability to harmonize the operations of each department and function to create a cohesive approach to delivering a brand to the customer. Once a brand is acknowledged and managed as a tangible asset, it can become a source of enterprise and shareholder value.”
Backed by 35+ years of experience managing some of Canada’s (and the world’s) most iconic brands, The Value of a Promise Consistently Kept is the ultimate brand management handbook of advice, tools and illustrative examples for managing brands as assets.
Read the May 2016 issue of Queen’s Alumni Review here: http://bit.ly/1UDJ0LD
You can purchase your copy of The Value of a Promise Consistently Kept here: http://amzn.to/1RWuF8z