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This article details ten steps to which a organization can use as a blueprint to lead them to a successful branding project.
These steps discuss such topics as making the CEO a brand ambassador, building a corporate model that is in keeping with the organization, involving stakeholders and customers in the strategic process, promoting the corporate vision, using new technology in the strategic process, empowering people within the organization to become ambassadors, creating the right delivery system, using the right communication channels, measuring the brand performance, and aiming to continuously improve ones brand.
Contributor: Martin Roll
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Pricing, service quality, technological advances can give you an edge, but what gives you a competitive advantage? A sound brand strategy, that helps differentiate your brand from the crowd.
This article explores its definition, and strategy as a means of differentiation. It details how strategy impacts upon the consumer/customer, and their subsequent choices and purchase decisions.
Contributor: Dan Herman
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