Thought Leadership
Musubi articles deliver cutting edge ideas and information on brand, design, human capital, onboarding, strategy, the role of Ai, and leadership.
Musubi deals with complex issues that often have accompanying complex solutions. We carve out a point-of-view on the big issues shaping the future of society, branding, business, and the markets.
Musubi articles help organisations to think, see, and behave strategically different.
The effects of branding on your business.
How important is your brand to your business? It’s critical! Your brand is a short cut for the market to understand who you are, what you do, what you stand for, how you do it and for how much. In a split second the market has sized you up and made a decision to buy from you or not. Your brand is the face of the business and carries the responsibility to ‘tell’ the market about you.
The Brand and Organisational dilemma.
Alignment of internal and external commitment to the brand is often weak. Marketing and branding managers focus their strategies on the customer. In general, employees are usually the last to know about the latest marketing campaign or have not been appropriately trained in the brand values. Leading brands (and our clients) come to understand that an internal culture supportive of the brand strategy has a far better chance of delivering a consistent yet differentiated experiences. Human Resources are tasked with managing the employee life cycle and administering employee benefits often in isolation to marketing strategies. Consequently, building a chasm between the internal values and brand values. Both need to be aligned in order to shape the organisation’s culture and embed the core brand purpose.
What Is Brand Management?
Definition
Brand Management is the strategic discipline responsible for maintaining the clarity, coherence, and value of a brand over time. It governs what a brand stands for, how it is structured, how it is expressed, and how it evolves.
What Brand Management Is
Brand Management aligns strategy, culture, identity, and experience into a single system. It ensures that decisions made today do not undermine brand value tomorrow.
What Brand Management Is Not
Brand Management is not marketing, advertising, or visual identity alone. Marketing activates demand. Brand Management defines meaning. Without meaning, activation loses efficiency and impact.
Why Brand Management Matters Now
Markets are fragmented, attention is reduced, and AI systems increasingly determine which brands are surfaced, trusted, and recommended. In this environment, brands that are unclear or inconsistent are filtered out.
Consequences of Poor Brand Management
• Inconsistent messaging • Increased cost of marketing • Internal confusion • Reduced trust and enterprise value