Leveraging Your Brand Increases its Return
- Topics:
- Brand Management
- Source:
- Ignition Point
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Overview: Even though the marketing team will lead the branding effort, the whole company must engage to realize the bottom-line benefits of the initiative. Once your basics are completed, your brand has been articulated, communicated, measured, and successfully received by the marketplace, a more aggressive, orchestrated effort is needed to yield its net worth to the organization. The article suggests to continue to monitor its progress, report it to management, and pursue its conversion to sales based on its key value proposition and promise. Focus your messages on those that will most greatly help the sales force close deals. Close the loop on your branding effort, and return its value to your company’s bottom line.
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Format: HTML | Date: Jan 2003 | Pages: 1
