Brand Management Consultants Anchorage AK

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Jack Sublime Branding & Design
(907) 748-4894
4303 Hayes St
Anchorage, AK
Cinema Source Advertising
(907) 349-5123
1200 E 76th Ave
Anchorage, AK
Hellenthal & Associates
(907) 277-2315
207 E Northern Lights Blvd Ste 150
Anchorage, AK
Jim Gribbin Enterprises
(907) 245-0885
3213 W 30th Ave
Anchorage, AK
Global Marketing
(907) 338-2098
2730 Scarborough Dr
Anchorage, AK
Gonzalez Marketing
(907) 562-8640
4450 Cordova St Ste 110
Anchorage, AK
Flint Hills Resources
(907) 273-3333
3201 C St Ste 308
Anchorage, AK
Alaska Exposure
(907) 561-2050
999 E Tudor Rd
Anchorage, AK
Ak Sports Marketing
(907) 272-1234
719 E 15th Ave
Anchorage, AK
Henderson, Martha
(907) 258-0167
12501 Bainbridge Rd
Anchorage, AK

Brand Management is More Than Logos, Taglines and Ad Campaigns

When I have joined organizations to head up their brand management or marketing functions, others in those organizations have often conveyed to me that my primary role must be one of the following:

  • Advertising
  • Naming
  • Logo management
  • Creating brochures
  • "Air cover" for the sales force
  • "Putting a pretty face on the product"

Having been immersed in brand management for such a long time and with the recent pervasive coverage of brand management in the general business press, it amazes me how many people still don't "get" what brand management is all about.

A brand is the personification of an organization, product or service.  It is the primary source of a relationship with a customer.  It builds goodwill/equity over time.  People are loyal to brands, not products or services.  Your brand's equity is the result of the total sum of the experiences that people have with your brand, from its ads, its retail experience, its purchase, is use, its support services and its myths and legends.

Think of a brand as a person.  You want others to be attracted to you.  You want them to enjoy being around you.  You want them to admire you.  You want them to trust you.  You want them to consider you to be a good friend.  You want them to deeply care about you.  You want them to say nice things about you to their friends.

So what are the most important duties of an organization's lead brand champion?

  • Ensuring that the CEO shares the primary brand champion role with you
  • Ensuring that the brand has a carefully crafted mission, vision and promise
  • Maximizing relevant brand differentiation
  • Ensuring that the brand has an attractive personality
  • Making sure the brand stands for something important to the target customer
  • Making sure all employees understand what the brand stands forAligning organization strategy with brand strategy
  • Creating and sustaining organization-wi...

Click here to read the rest of this article from Branding Strategy Insider