"One of the first articles written specifically on the paradigm shifting reality that Brand Strategy drives business strategy."

By Stefan Paul, Masters Degree Marketing

Listening to the business news over the last year, one cannot help but notice the many companies that are either in great difficulty or have folded all together. In fact, I have noticed a disproportionate number of companies and brands that have simply “called it a day”—only to have a year or two earlier claimed to be “doubling their business” and making lofty plans for the future. Such aforementioned behaviour is not rare, but seems to be almost a norm it is happening so often-which can be an indicator that something/or some underlying trend is occurring in the market. To me, “that something” is a business “paradigm shift”: a radical, rapid, and encompassing change in the way things are done in the business world. The change behind this most recent business paradigm shift? The reality that after decades of basing business and brand success on such things as operational efficiency, quality, on-time-delivery, ISO, six sigma, synergy, ROI and ROA, re- engineering, and cash flow analysis is that all successful companies and their brands have such business essentials merely as “entry points” or “givens.” The real key to having a successful brand and/or company is basing business strategy on brand strategy. In other words the paradigm shift is: “brand strategy drives business strategy.” A massive change in focus and concept as ever will be seen in business thinking—and usage.