Brand Management Consultants Dover NH
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:
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?