Short-termitis: Change required

It’s interesting to observe a company when they experiencing a brand crisis. A bad thing have happened, so they have to act as fast as possible. Find a strategy that solves the problem and assure the company’s survival in the long-term. Even though this is how it’s supposed to be, big companies won’t put it into practice.
Turning around a brand is difficult. And in big companies is more than a challenge. Small companies suffer this process too, but the lack of resources make them more creative, finding the same results efficiently. However, this is not the case for big companies. As a matter of fact, they have the opposite problem. They do have tons of resources, but they’re not as nimble as a small companies. Or at least they think they’re not.
But, what if I tell you that the lack of agility is not their main problem?
The problem is not the lack of resources. The problem is the lack of clarity in top management and that influences the way a company moves. It’s a corporative issue that starts when those leaders receive a lot of pressure from shareholders, seeking for results that won’t care if the company survive in the long-term. And that’s where the short-termitis begins.
Seeking short-term results desperately, almost always damages the brand. You might hear that survival is the main focus and brand values are secondary things for the long-term. That is like covering a bullet’s shoot with a bandage and don’t go to the hospital right away. You probably die. And if you don’t, you will loose some part of your body.
Corporations want change fast—so they end up violating their brand values. Change is always hard. And change requires time. But they are so desperate seeking results, that they end up losing their values on the way.
Fast change doesn’t exist. And looking for shortcuts when there’s a big issue above it all, it’s a dumb way to make change happen.