Jeff Bezos put this succinctly: “Your brand is what other people say about you when you’re not in the room.” As with any critical business asset, brand equity must be continually monitored and measured to maximize the value of its contribution to the success of your enterprise. There are several ways to gauge brand equity, including both qualitative and quantitative research. Such research almost always yields unexpected findings. Frequently, for example, an analysis of both internal and external perceptions will identify a brand gap—the difference between what a company’s own people think and what the marketplace thinks. Armed with this information, a company can adjust its brand – or even replace it—to close the gap.
Smart companies have moved beyond comparing budgets and are instead focused on collaboration and information-sharing between marketing and IT, as both are key to what is becoming critical to businesses – the customer’s experience.
In reviewing branding projects that DeSantis Breindel has worked on over the years, we noticed five warning signs our clients have encountered when coming to us for help. Howard Breindel details these five scenarios.
For a branding and marketing firm charged with creating a new brand for a newly combined entity, working effectively with an IMO is crucial — but not always easy. The IMO and the branding firm will most often work on parallel paths. But it is critical that they work in harmony, with frequent touchpoints along the way.