General Motors selling cars with known defects. Major League Baseball players abusing steroids. Martha Stewart guilty of conspiracy and obstruction of justice.

These brands are self-healing because they share three attributes:

Elasticity—competing in numerous sub-categories simultaneously
Strong Competitive Positioning—preferred choice
Archetypal Stories of Origin—foundational and shared myths

General Motors selling cars with known defects. Major League Baseball players abusing steroids. Martha Stewart guilty of conspiracy and obstruction of justice. These brands are self-healing because they share three attributes: Elasticity—competing in numerous sub-categories simultaneously Strong Competitive Positioning—preferred choice Archetypal Stories of Origin—foundational and shared myths

Brand Haiku #13: Brands That Self-Heal

Each of the fifty-seven haikus is approximately sixty words.
Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand.
Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.

Business

Each of the fifty-seven haikus is approximately sixty words. Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand. Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.

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Brand Haiku #13: Brands That Self-Heal

Brand Haiku #13: Brands That Self-Heal