Focus on your brand's strengths, and build muscles in the right places.
Focus on your brand’s strengths, and build muscles in the right places.

Let’s face reality.  Nobody is perfect.  Everybody has their strengths and weaknesses.  However, everybody tries to fix the weaknesses, rather than developing the strengths.  This is especially true in Asia where parents and bosses are just not satisfied with weaknesses in their children or subordinates.  If a child gets 90 marks on all subjects except for one subject where she obtains 50 marks, the parents will expend stupendous efforts, time and energy to focus on the weaker subject.

Same thing for a brand.  No brand is perfect.  You cannot be a brand that pleases every person on planet earth.  You cannot be a brand that is low priced, and yet offers you luxury quality materials.  Your product cannot be a sports car and yet be roomy enough to hold a big family.  You cannot be the best tasting beef burger, and yet boast of low calories.  Every brand has a strength, and that is what you focus on developing.

Volvo has strengths in safety of its cars.  Yet in certain years it tried developing powerful engines for sports cars.  Will the loyal customers of parents love how the brand is developing?  I certainly don’t think so.  Parents love Volvo for its safety, and now it has confused that strength with its sports cars.  If I have responsibility over the Volvo brand, the paramount objective is to strengthen its safety core even further, far away from the reach of competitors.  Volvo will be forever the safest car in the world.  It may not be the fastest, loudest and most sexy car, but it will be the safest car of them all.

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