Why Iron & Chrome?

I'm fond of analogies. This one has to do with brand construction.

Too many marketers spend their time only on the chrome finish. They ignore the essential "ironwork" that is required to build a brand for the long term: Consumer Understanding. Product Understanding. Consumer Insights. Vision. Positioning statement. Strategy Archectiture and on. Instead their days are spent on the shiny tricks and tactics that lure consumers to evaluate the brand. The "chrome" that masks the shotty, haphazard construction underneath. They are all about trial, but never build loyalty.

Great brands have both, iron and chrome, and both are essential for enduring success.