¿Por qué la consolidación de las marcas puede ser un error estratégico?
19 Vistas,
Durante dos décadas, una famosa firma de servicios profesionales de Australia ofreció servicios de consultoría gerencial y capacitación bajo dos marcas distintas. Cuando llegó el momento de actualizar los sitios web de la empresa, se le aconsejó a la gerencia que renovara la imagen y fusionara las dos en una. Como pensaron que iba a ser más sencillo y conveniente que tener dos marcas y dos sitios web, siguieron el consejo.
Fue un desastre. Los clientes sintieron que, después de más de dos décadas, había dejado de existir la organización para la capacitación y que una sola organización monolítica se había apoderado de la ligera e innovadora empresa de capacitación. El negocio decayó de una forma drástica. La gerencia tuvo que recular de prisa y restablecer las marcas originales en sitios web separados, pero nuevos.
Este error se repite una y otra vez, una firma de corretaje que se especializa en comprar y vender prácticas contables, siempre les decía a sus clientes que hicieran una pausa antes de cambiar el nombre de un negocio que hubieran comprado. Argumentó que terminar con la marca adquirida alejaría a los clientes y perjudicaría los ingresos.
Ignoraron el consejo con demasiada frecuencia y, como se predijo, los clientes casi de inmediato huían de la firma renombrada, por temor a que sus necesidades se perdieran en la empresa más grande.
¿Por qué tantos equipos directivos cometen este error? La respuesta, creo, radica en un fenómeno psicológico común llamado “proyección”. Frente a una cartera abrumadora de marcas, los directivos pueden experimentar una crisis de identidad, una reacción que probablemente tenga una fuerza particular en firmas que crecen a gran velocidad por medio de adquisiciones. Luego, proyectan esta confusión en el cliente. Se olvidan de que el cliente no tiene que enfrentarse a toda la cartera.
¿Cuál es la lección para los directivos? No confundas tus sentimientos sobre la identidad de la empresa con los sentimientos de los clientes respecto de las identidades de tus marcas. Solo propagarás tu propia confusión.
Para saber más sobre otros artículos de interés como éste, suscríbete a través de http://www.revistamercado.do/suscripciones/ y adquiere todas nuestras ediciones especiales y regulares.
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