Chapter 5

Adapt the Master Brand to Silo Markets

Things alter for the worse spontaneously, if they be not altered for the better designedly.

—Sir Francis Bacon

[On how a block of stone could become a lion] It’s easy, I simply get a chisel and chip away anything that doesn’t look like a lion.

—Pablo Picasso

THE FOLLOWING SCENARIO is all too common. A firm will have several silo-spanning brands, including a corporate brand. With no incentives to do otherwise, each silo draws on the brand’s equity to further its own business. Silo executives may not realize that their use of the brand could cause damage by changing its image or its relationship with the customer. Or they may not care, given the scorecard. The result is an inconsistent, confused ...

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