Posts Tagged ‘branding’

From Brand Awareness to Purchase: The Consumer Purchase Funnel Process

Friday, December 26th, 2014

How many times throughout the week do you see a company logo slapped onto a billboard, incorporated into the name of a sporting event, or even plastered on the back of a boxer? These are classic examples of brand awareness strategy. With brand awareness, companies are simply making the consumer aware that they exist—that’s about it.

While brand awareness is generally of little use on its own, it’s an important first step in a process known in marketing as the purchase funnel. (more…)

Walking The Talk: Do Your Actions Match Your Words?

Tuesday, November 11th, 2014

PricewaterhouseCoopers U.S. chairman Robert Moritz recently discussed the issue of engaging younger employees in an article for Harvard Business Review titled “The U.S. Chairman of PwC on Keeping Millennials Engaged.” While the article contains a number of intriguing insights, one point that stood out from a marketing perspective was (more…)

An Often Overlooked Audience You Shouldn’t Ignore!

Tuesday, October 28th, 2014

I had an opportunity recently to speak to a group of human resource (HR) professionals in my community about a topic I’ve always been passionate about–employee communication. My undergraduate degree was in Psychology and Social Work. My dream as a child was to become a psychologist and, from seventh grade on, that was the path I thought I would take. However, during my senior year of college, I had my first internship and realized that I was not cut out to be a counselor. So, I pursued another path. I was working for a local governmental agency at the time, and I took an interest in HR management. The concept of employee motivation was very interesting to me and clearly aligned with the psychological principles I had learned about in school. So, I toyed with the idea of potentially creating or serving in a role that might be called a “corporate psychologist.”

Then, as fate would have it, (more…)

What do your employees know about your brand?

Tuesday, April 15th, 2014

In our work with organizations, primarily in service professions (e.g. healthcare, consulting), we often find one critical audience overlooked–employees. Particularly for service organizations, employees are everything. They literally are the product! If they aren’t kept informed about your company’s mission, vision, values and desired brand image, they can’t help you support your brand.

The big question for you: do your employees understand your desired brand image?  (more…)

The Trick to Brand Building? There is no Trick!

Thursday, March 20th, 2014

In marketing, as in other areas of business I suppose, it seems that we are always looking for the “magic bullet” — the quick trick that will lead to exceptional success. But in business, reward rarely comes without risk. One area of risk for any organization is brand building. Many are looking for the magic bullet here, as well–that quick trick that will lead to brand success.

Unfortunately, there is no trick! There are just some basic, tried and true best practices that the big brands follow. Even they, though, are constantly subject to brand erosion if they don’t continue to take steps to monitor, measure and manage their brands effectively. Brand managers in the 21st century are fortunate because, despite the proliferation of online communication from the masses which can significantly impact brands, either positively or negatively, (more…)

Can (Fill In The Blank) Companies Develop a Brand?

Tuesday, February 4th, 2014

Branding is one of those concepts that is both extremely simple and exceedingly complex at the same time. One of the most common questions we hear related to branding is: “Can a company like ours develop a brand?” The answer: “Absolutely! But…” Here’s the thing… (more…)

Back to Branding: A 4-Step Process to Launch Your Brand Management Efforts

Monday, October 21st, 2013

Branding is a fundamental task for any business, whether large or small, regardless of industry, and regardless of how long the business has been around. Effective brands, research tells us, drive successful businesses. Get it right and you will reap the rewards. Unfortunately, although the process can seem straightforward from an “academic” perspective, the real work of branding is an ongoing process that involves all areas of the organization–and all individuals in the organization–that’s what makes it such a challenge. You’ve probably heard the expression “like herding cats”–that’s exactly what brand management can feel like, especially for service organizations.

(more…)

Common Online Marketing Mistakes

Tuesday, June 18th, 2013

It seems that interest in online marketing is hotter than ever; every week it seems we get more questions from reporters, prospects and clients about do’s, don’ts and best practices of online communications. Last week we received a question about what we would view as the “Big 3″ online marketing mistakes that we see businesses make, especially small businesses. (more…)

Special Challenges for Service-Oriented Brands: It’s All About the People!

Tuesday, June 11th, 2013

Much of my work over the years has been with “service brands”–brands that are not tied to a particular product, but to the delivery of some type of service, like health care, legal services, educational services, energy services, engineering services, consulting services, etc.

Developing and maintaining a strong brand for a service organization is, in my opinion, significantly more challenging than developing and maintaining a strong brand for a product. Why? Because a service is less tangible, more ephemeral–and often involves multiple “touchpoints” that really determine the “brand experience.”

What makes a strong brand? (more…)