embrace a powerful continuum with one strategy

8 strategies reduced to one It has been suggested that bringing a brand to life involves eight strategies: Realise the importance of brand Take inventory Funnel and simplify Brand identity Implement internally Implement externally Measure Protect and maintain I would argue that there are, in the simplest terms, two critical stages in creating a brand: […]

8 strategies reduced to one It has been suggested that bringing a brand to life involves eight strategies: Realise the importance of brand Take inventory Funnel and simplify Brand identity Implement internally Implement externally Measure Protect and maintain I would argue that there are, in the simplest terms, two critical stages in creating a brand: Defining it Living it Ideally, defining the brand involves working co-operatively or even collectively with the primary target market to define a brand that will maximise all of the objectives discussed in the last blog in this series. Living the brand involves creating a culture that can bring the brand to life.Defining the brand involves: Defining the audience Understanding the audience to be targeted Defining the brand according to the expectations of that audience Living the brand involves creating a culture by: Employing the ‘right’ people Engaging and incentivising staff Monitoring and providing feedback to…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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