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developing a brand building organization*

One of the most difficult tasks in brand management is transforming the organization from one that does not understand the scope or importance of brand management to one that embraces and actively builds the brand as a critically important source of sustainable competitive advantage. Key to this transformation is the organization’s brand promise.

The following comment is typical of what I hear from marketing executives at more and more companies these days: “We conducted exhaustive consumer research,” they say. “We carefully positioned our brand. We developed and instituted a comprehensive brand identity system and standards. We are running our new advertising campaign. Now what do we do? How do we ...

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