The brand continuum

A brand is the set of perceptions, ideas, words, images and experiences that together help to attract and retain loyal customers. It is often necessary to help differentiate commodity products and intangible services; to give those products and services an identifiable character and help shape the behaviour and personality of the organisations and individuals who deliver them. Sometimes this is the only source of differentiation a customer has on which to make a buying decision.

A brand is founded on perceptions, but should also encompass the aspirations of the organisation and its stakeholders ...and any claims must be reflected by reality.

The continuum shows a range of experiences a stakeholder (this can apply to an employee or an interview candidate as much as it does to a customer) may be subjected to in any of their dealings with your company. Of course those experiences may be interpersonal dealings, hearsay or gossip on the internet or perceptions picked up from written communications. They all count and you need to be aware of them all, because they need to be managed.

What's in a name?

  • /dub'l-u/: is the twenty-third letter of the modern English alphabet and is derived from a double u to express the voiced consonantal sound heard at the beginning of the word 'wow'.

    Say it slowly.

  • is short for watt - the SI unit of power

  • is the chemical symbol for Tungsten (which used to be important for shedding light on things).

    Very illuminating

  • is used to denote the fall of a wicket when scoring in cricket.

    How's that?

  • W is the only letter of the alphabet with more than one syllable.


  • The word double-ewe is sometimes used as web long hand for the letter W; usually to avoid censorship when writing the three letter acronym, WTF.

    (Not that we would)

Why do acquisitions fail?

The single most often stated factor is poor integration. Where solutions exist, they vary, but most place the effort post-acquisition. So you might ask, all that financial due diligence and legal effort to define the asset and agree a valuation is worth what?

So how about improving the odds and doing the meaningful work up front? You could call it Non-financial due diligence.