DO NOT COMMUNICATE TOO SOON – 3 OBSERVATIONS When I was a child, my father would advise, ‘If you feel like a fool, do not open your mouth and remove any doubt’. I imagine there were a number of occasions when I removed that dreaded doubt. People often speak too soon, or speak when they […]

DO NOT COMMUNICATE TOO SOON – 3 OBSERVATIONS When I was a child, my father would advise, ‘If you feel like a fool, do not open your mouth and remove any doubt’. I imagine there were a number of occasions when I removed that dreaded doubt. People often speak too soon, or speak when they should not. In my experience, this is also true of many businesses. Certainly, many businesses start communicating with their market well before they should. This is particularly so following the launch of a new brand or the revitalisation of an existing brand. Branding, of course, involves three stages – defining, living, and communicating. Whether they address it poorly or otherwise, most business seem to appreciate the importance of defining their brand. Having defined it, however, those businesses frequently set about communicating it externally before it exists internally. They communicate the brand before they are living…