BRANDS DOING IT RIGHT
Thom identifies several global businesses using the power of brand effectively. He says:
NVIDIA provides a clear example of brand operating at leadership level. It is no longer positioned primarily as a chipmaker, but as core infrastructure for the AI economy. That clarity informs decisions across the business, from product development and partnerships to pricing and investment. In this sense, brand functions less as an output and more as an organising idea that strengthens focus, resilience and longterm value. with audiences. Is it sending clear messages to consumers, employees and the market and showing up in a consistent way? There should be a real thread of DNA running through all communications to create a sense of value and trust for the audience. Often, good brand management and optimisation is the right course. Treat the brand as an organic thing because it lives in the minds of audiences who are also evolving, using different channels and buying into different reference points. The more you maintain your brand, the less chance there is of needing larger change because it has become so out of step.
NETFLIX illustrates how brand supports pricing power. By sustaining investment in programmes that audiences value, it has been able to introduce price increases with relatively limited churn. Where quality is perceived as worth paying for, loyalty holds, and brand acts as a commercial lever rather than a marketing one.
VISA offers a useful example of how brands can evolve without becoming intrusive. Its identity is present across countless touchpoints, yet rarely foregrounded, reinforcing trust through reliability rather than attention. Growth has come less from expressive branding than from selective partnerships that extend relevance while respecting the limits of the brand. The lesson for leaders is not that brands must constantly refresh, but that relevance is often maintained through restraint, judgment and selective collaboration.
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