We’re talking about the Conceptual 3^rd of your organization – and it centers on the most ubiquitous of all business entities – Brand Discipline.

As important as Brand Discipline is in today's business climate, it is one of the most misunderstood concepts, as well.

To put it most accurately, Branding is not a slick logo design any more than it is a slogan to broadcast – it’s a discipline. One with many components, yet, centered around one singularly owned concept.

The Conceptual 3^rd 
In nearly every successful, trail-blazing, cultish, known-and-understood organization, company, and/or product, there are three equally critical fundamentals: The first is a well-executed product or service offering. The second fundamental deals with operational metrics, i.e., logistics, processes, tactical and financial. And third, is the conceptual. Congruent to Branding, this Conceptual 3^rd involves the organization’s mindshare, identity, emotional hooks, personality, and even its core values – stating what the organization is for and against.

Those first two components – product offering and logistic strategies – are extremely important, but a cult following they do not make. And to be fair, an organization without those first two components isn’t a viable organization at all. History dictates, however, that organizations lacking in their Conceptual 3^rd may still grow, but only incrementally and additively.

Statistics have proven that we as consumers will go to the perceived leader in a category or concept nearly 80% percent of the time. Meaning that we only shop by commodity – according to price or efficiencies – around 20% of the time. So, despite traditional business strategy, your audience comes to you more often than not according to an association to something conceptual and/or emotional.

Starbucks' results finally multiplied when the concept of “the premium coffee experience” really set in. If it weren’t for the power of Brand Discipline and mindshare in today’s culture and business climate, there would be several other “premium” coffee companies all sharing equal success as Starbuck’s – no matter how large or small. We could go on with other examples, but that’s another article.

There are plenty of strategic consultants ready to invade your whiteboard with metrically measured optimizations to help grow your business; but Corridor Brand Group specializes in the non-metric strategies of your organization – leading with the purest approach possible, centered on the multiplicative power of Brand Discipline. It’s the only way to ensure purity to your goals. And a pure approach is our Brand.

Did you take the million dollars, or the penny offer? Take .01 and double it 30 times on your calculator if you still don’t believe us…