Every Project Needs A Brand
Products have them. Services have them. Organizations have them. Even people, such as Oprah Winfrey, have them. Now, there is evidence projects could benefit from a brand as well.
In the absence of a compelling brand, projects may ultimately suffer. Managers
often face uphill struggles rallying teams and support for seemingly mundane projects
that are not perceived to have great potential. When initiating new projects, managers
should bear in mind the following factors:
➤ Strategic importance. Projects closely linked to high-level strategic goals
generally attract more energy than those whose strategic links are less clear.
➤ The project leader. Select an individual with a reputation as an effective
leader who sets a vision, establishes clear goals, energizes the team, and removes
obstacles to project completion. This person has a natural brand that draws
participation and support.
➤ Perceived project visibility.
A feasible idea is just easier to sell than one that sounds futile.
➤ Client status. Every project has a client, whether internal or external to
the organization. Potential team members and supporters are more likely to clamor
for assignments with high profiles, positive reputations, and a
history of cooperative partnering.
MIT Sloan Management Review, Summer 2011
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