---
title: Brands & Performance
description: Always remember – and never forget – the reason that people are buying from you. Keep the focus on that and you will build a strong brand.
---

[Making Sales Growth Predictable, Sustainable & Scalable ](https://www.liftenablement.com/blog)

# [Brands & Performance](https://www.liftenablement.com/blog/brands-performance)

 Written by [Doug Davidoff](https://www.liftenablement.com/blog/author/doug-davidoff) | Jun 25, 2007 5:19:36 PM

I’m a big hockey fan (from the ratings, it appears there aren’t many of us). Being from Washington, DC; I’m Washington Capitals fan. The Capitals just announced that they are changing their uniforms to be a modernized version of their original uniform.

As a fan, I think it’s great. I never liked the new uniforms or the fact they went away from their red, white and blue color scheme. As a growth executive, I’m concerned they are missing the point. The Washington Post [reported the news](http://www.washingtonpost.com/wp-dyn/content/article/2007/06/21/AR2007062102100.html), and I was fascinated by what Tim McDermott, the team’s chief marketing officer said. Apparently he is referring to it as an “identity change” and a “brand awakening.” One which he hopes will strengthen the organization’s bond with current fans, while helping to attract new ones.

I’ve got news for the Capitals – if you want to strengthen your ties with current fans and attract new ones you only have to do one thing – PUT A BETTER PRODUCT ON THE ICE. Make the game more entertaining and build a team that has a chance to win a championship. The uniform is merely window dressing.

I have to admit, when I hear the word “brand” these days, I just want to explode. The idea that changing uniform colors will have any impact is crazy, and worse – insulting. It’s like saying, “Hey fans, don’t worry about the fact that we’ve finished LAST FOR THREE STRAIGHT YEARS, because we’ve got new uniforms.”

And this doesn’t apply to just hockey – it applies to every business. Always remember – and never forget – the reason that people are buying from you. Keep the focus on that and you will build a strong brand. Focus on ‘the brand’ and the likelihood is you’ll never have a good one. Businesses no longer ‘control’ their brands and colors don’t drive brands – customers do.

My advice to the Capitals (and every other business): Give us (your customers) a good offering and we’ll take care of the rest.

[View full post](https://www.liftenablement.com/blog/brands-performance)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Doug Davidoff"
  },
  "dateModified" : "2019-08-01T19:11:59.665Z",
  "datePublished" : "2007-06-25T17:19:36Z",
  "headline" : "Brands & Performance",
  "image" : {
    "@type" : "ImageObject",
    "height" : 60,
    "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
    "width" : 60
  },
  "mainEntityOfPage" : "https://www.liftenablement.com/blog/brands-performance",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60,
      "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
      "width" : 60
    },
    "name" : "The Demand Creator Blog"
  }
}
```