"Brands on Steroids"

Brands on 'roids' quite an interesting concept...

Brands are built and nurtured in relation to the corporate business philosophy to execute a business plans, having said that let's examine the concept.

Usually, a branding plan is strategic in nature and to introduce a new greenfield product / service a 'nurturing' approach strategy may be employed to gain market traction in response to whatever opportunities and constraints that may have been evaluated by the business unit.

Sometimes a branding plan may be tactical in nature, to either be a offensive or defensive response to market opportunities, due to this issue you may see the emergence of - 'Brands on Steroids' syndrome. Sometimes the defensive or offensive tactical moves may open up significant opportunities for the brand to move in the limelight and from a tactical launch it may morph into long term strategic role, but still employing the original tactical moves that brought it in the limelight. The above would be the disciplined and rational explanation to the 'Brands on 'roids' syndrome.

However, as mentioned there are definitely situations when due to a change in management focus or to maximise short term revenue generation you may observe the same syndrome. When you see 'Brands on 'roids' in such a scenario quite often they follow the way of 'Humans on 'roids' , a brief spark and glimpse of a meteoric rise and then discarded and forgotten in the depths of oblivion once the spark is extinguished.