| Is Your Brand Going to Graduate
or Be Stuck in Adolescence? |
It is time
for brand and marketing executives to take a holistic view of brand
development and be accountable for the brand’s performance
beyond the marketing media.
Contributor: Joe Benson and Bret Kinsella
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| The Branded Experience: Why Should
your Customers Report to your Processes? |
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There’s no such thing as customer service,
argues Mark Di Somma. No such thing – because customer service
is not one thing. Contrary to what many business books seem intent
on preaching, and what the CRM technocrats have continued to trumpet,
customer service cannot and should not be quantified singularly
or delivered unilaterally.
Contributor: Mark Di Somma
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| The Phantom Brand |
This discussion briefly covers
what brands are, traps that organizations fall into, and common mistakes
made when launching or rebranding products or services. Specific
brand dilution errors are identified and attributed to some high
profile companies. In most cases, brand management takes a back seat
to top-line revenue and financial metrics. In the three examples
provided, management ignored the basics of branding and paid an exorbitant
price for doing so.
Contributor: Bill Nissim |
| Brand Momentum: Speed can Kill |
Brand managers are responsible
for building brands. Their success is measured by the forward motion
or ‘momentum’ of the brand. Momentum is a force. If it
is managed, it will yield competitive advantage. If not, it will
lead to brand dilution.
Contributor: Joe Benson and Bret Kinsella |
| The Brand IS The Strategy |
Pricing, service quality, technological
advances can give you an edge, but what gives you a competitive advantage?
A sound brand strategy, that helps differentiate your brand from
the crowd. This article explores its definition, and strategy as
a means of differentiation. It details how strategy impacts upon
the consumer/customer, and their subsequent choices and purchase
decisions.
Contributor: Dan Herman |
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