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The Internet bubble was on the verge of bursting when I found myself speaking before a gathering of high-flying Silicon Valley techies. Flush with stock options and thrilled with their startups, they wanted to know how to make their brand-new brands into overnight hits. My advice to them: Think like a parent. Raising a great brand is like raising a great kid. And that means you need to be patient. ( It wasn't what they wanted to hear. )
Great brands take steady guidance, a long view, and uncompromising values. Brands, like children, absorb the qualities of those who nurture them. Like children, brands thrive in an inspiring, caring, learning environment where they are respected, protected, and understood. When raising a brand, be consistent and committed. The shuffling of brand responsibilities and the management churn within organizations can easily produce a troubled brand. It takes time for a brand to develop its own values and personality. Good brand stewards, like good parents, build values into their brands that help them grow and endure. Great brands outlive their creators - just like kids. And if you do your job right, they can make you proud.
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