Build a brand culture in your organization
People often consider that brand building is the job of the marketing or communication department. How to develop a brand culture that engages the entire organization?
Developing a strong brand is increasingly difficult. First, because the growing clamor of the market makes it harder to grab the attention of consumers who are exposed to brand names up to 11,000 times a day. Second, because it is difficult to measure the profitability of brand investments, which are consequently often sacrificed in the name of short-term results.
Like many books on the topic, “Building the Brand-Driven Business” emphasizes the strategic importance of a strong brand. However, this particular book stands out with a simple, original message. Basically, companies are incited not to relegate brand efforts to marketing or advertising, because the entire organization must be engaged in building the brand.
The authors offer a set of methods to capitalize on all brand-building opportunities. From these, we identified two central ideas:
– Brand building is a job for the entire organization, not just the marketing department.
– To do more with fewer resources, efforts must be allocated effectively among the various touchpoints between the company and its existing and prospective customers.
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