Dmitry Linkov

Broken windows branding

October 18th, 2006. Published under General. No Comments.

What I realized while reading “The tipping point” by Malcolm Gladwell, is that there are a lot of common between branding and broken windows method.

For example lets take Russian telecomunication company Megafon. Company appeared last on the market after leaders MTS and Beeline. Its brand from the beginning was pretty nice, good design, maybe not so clear platform, but anyway it was better than competitors. But in order to build a strong brand it is necessary to be consistent and it is very similar to the absence of broken windows. But its hard, so after a period of consistency some bad communication begin to appear. Here we see image that don’t correspond brand identity, there appears a new slogan, and there is a new color. Just like when one window is broken it is getting worser and worser.

Don’t think that I dont like Megafon – to be frank I’m their client. However they can do better and remove all broken windows from their house.