Currently viewing and reading

How Can Non-marketers Contribute to Branding?

Posted by admin in January 21st 2008

Marketing and its sister branding are too important to be left to marketers alone. In a corporation, it is everybody’s business to be cost-conscious as well as customer-driven. In fact, it is the purpose of brand management to transform a company into a customer-centric organization to the point where the traditional walls that separate functions become permeable.

In a customer-centric organization, management can thus be defined as a discipline of action that integrates holistically all the corporate functions to deliver systematically value to customers beyond their expectation.

Although the development of a brand strategy typically involves a limited number of executives and their aides, the successful implementation of a strategy is everybody’s responsibility. Indeed, a major source of failure in the attempt to build a great brand is the lack of consistency among all the contact-points with the customer. In such a case, the brand message makes a promise on which the organization does not fully deliver. A sure way to ensure that the customer will consistently enjoy the brand experience is to implement processes throughout the organization.

Bookmark This!

Close Bookmark and Share This Page

Save to Browser Favorites / Bookmarks