When some companies hit a downturn, those in charge instinctively begin to reinvent themselves. Big mistake. Too often, companies are treating the symptom and not the cause. Usually, a lack of brand focus is the problem. An example of sharp brand focus is Volvo.

When you think car safety, you think Volvo. Sure, safety isn’t the trigger for everyone shopping for an auto. But for the segment of the market that cares most about safety, Volvo is its brand. The company seizes every opportunity to remind them of it.

When you check out this video, you know it can only be about them.

VOLVOConsistency of message is how brands become real. Companies that understand that find the emotional undercurrent that is unclaimed in the market and ring that bell as loud as possible.

Brands doing this become unmistakable, unforgettable and coveted.

Companies that find themselves in need of frequent change should look to the example of Volvo.