A Brand New Role For IT
- Topics:
- Brand Management
- Tags:
- Brand,
- Branding,
- CMP Media,
- Information Technology,
- Management,
- Marketing,
- Strategy
- Source:
- CMP Media
FREE Registration is required
Overview: IT and marketing departments at major corporations face similar opportunities and challenges. Senior management has come to regard both IT and the corporate brand as crucial business assets, and both are now at the heart of strategy discussions at the highest levels. Even as companies recognize the importance of these crucial business elements, they are struggling to figure out how to assess the strategic value and performance of each. CIOs are on new turf, as they become involved in high-level strategic discussions about the corporate brand. This article discusses that their role has expanded to include building the tools, designing, and implementing the programs that monitor the effectiveness of their company's brand strategy and the metrics used to measure performance. It states that in accomplishing these roles the IT department can have invaluable input in such strategic discussions, both in developing and monitoring new metrics, and in determining how the feedback they provide can be passed quickly to the people who can best put it to use.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: PDF | Date: Apr 2002 | Pages: 4
People who downloaded this item also downloaded
 |
Performing the Brand Audit |
|
Top 25 Brand Leaders: How The Smartest CEOs Build Their Brands |
|
The Twelve Best Marketing Metrics for Managing Marketing performance |
