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“Branding” is one of those issues we picture the marketing VPs of Intel or Kraft Foods worrying about--hardly something for us to concern ourselves with. It’s easy, after all, to appreciate the value of a brand like Coca-Cola, but near impossible to see how the same principles apply to an organization with an advertising budget something less than 30 million dollars.
Or is it? Like it or not, your organization and the products or services it sells, have a brand. It is the sum of all the impressions your prospects and customers collect from the first time they hear your voice, see your brochure, or link to your Web site. And if you don’t take branding seriously, you’re leaving a critical piece of the marketing puzzle to little more than chance.
View all nine works by Chuck Green
View all 12 works published by Ideabook.com |
Integrated Branding
http://www.ideabook.com/tutorials/marketing_pr/integrated_branding.html
Chuck Green
Ideabook.com
2001
Abstract: “Branding” is one of those issues we picture the marketing VPs of Intel or Kraft Foods worrying about--hardly something for us to concern ourselves with. It’s easy, after all, to appreciate the value of a brand like Coca-Cola, but near impossible to see how the same principles apply to an organization with an advertising budget something less than 30 million dollars.
Or is it? Like it or not, your organization and the products or services it sells, have a brand. It is the sum of all the impressions your prospects and customers collect from the first time they hear your voice, see your brochure, or link to your Web site. And if you don’t take branding seriously, you’re leaving a critical piece of the marketing puzzle to little more than chance.
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