What’s Your Brand Building Maturity? Are You An Experimenter Or A Leader?

Tracy Stokes

I’ve recently read a lot about the about the importance of engaging consumers to build your brand. And rightly so. Understanding and engaging with your customer is fundamental to brand building success. What gets less digital ink, though, is the equally important task of engaging your employees to build your brand. Not just your marketing department. Not just a few select social bloggers. But every rank-and-file employee, from tech support to customer service. Marketing leaders agree. In fact, in Forrester’s recent survey of marketing leaders, 100% of respondents agreed that “brand building is a company-wide effort that requires employees in all departments to be brand ambassadors.” But this same survey reveals that engaging the enterprise is where marketers struggle most. Marketing leaders are on solid ground when it comes to traditional brand building disciplines such as defining the brand North Star and using that brand promise to guide the brand experience. It is the next stage — creating a consistent brand experience across all functions and touchpoints — that is the chasm that most marketing leaders have yet to bridge. Forrester’s survey reveals that just 9% of respondents are true brand building leaders, who have brand building integrated and embraced across all aspects of the business. Most are still experimenting, but not integrating.

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Building A Successful Brand In The 21st Century

Tracy Stokes

In the age of the customer, digitally empowered consumers are no longer sitting back waiting for brands to talk to them. They are seizing newfound opportunities on digital platforms to voice their wants, needs, and expectations. And data from our Consumer Technographics® panel shows that, in 2012, consumers expect more from brands. For example, they expect brands to create indispensable value and contribute to society. 

But marketers are struggling to keep up with these changing consumer needs and higher expectations. They are disoriented in a world where they are losing influence with their consumers, losing control of their brand messages, and losing trust with consumers. Why? Because they are using old guidebooks and road maps that were designed for a traditional advertising world.  

To guide marketing leaders into this fast-changing brand-building terrain, the CMO & Marketing Leadership research team has created a playbook on how  to successfully build a 21st century brand. The collection of reports in the playbook will help you to:

·       Discover why, as a marketing leader, you must adapt your brand to consumers’ higher standards across this new brand-building landscape and must learn how to make a business case for investing in brand building. 

·       Plan for a new brand experience across all consumer touchpoints, from communications to retail experiences to products; a strategic plan to bring your vision to life and a road map to get you there.

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