WHAT IS THE DIFFERENCE BETWEEN BRAND MANAGEMENT AND IMPRESSION MANAGEMENT
“Brand management. Brand management. Brand management.” whined in Jan Brady’s most infamous “Marcia. Marcia. Marcia.” voice.
Everyone talks about brand management and quickly forgets about impression management.
Brand management is strategy focused. The purpose is to push the strategy no matter what. The only time you change your brand management approach is if you literally run into a wall and sometimes the decision is made to just keep running into the wall anyway.
Impression management’s approach is to walk in with clear goals and a logical strategy, but to stay in the moment and make the smartest play that achieves the goal, not necessarily fulfill the strategy.
These different approaches shows you the end game. Brand management is about brand first all else second. While impression management is about creating a positive, harmonious relationship between brand and people.
Both methods have their place depending upon what you are trying to build and the vibe of the brand.
It is up to you to implement the approach that best achieves your end goals.
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It is up to you to implement the approach that best achieves your end goals. @thealicraig