“An organization can only ‘walk the talk' when its managers deliberately shape its internal reality to align with its brand promise…(the brand's) values must be internalized by the organization, shaping its instinctive attitudes, behaviours, priorities, etc.” Alan Mitchell, “Out of the Shadows” Journal of Marketing Management 15, No. 1-3, January-April 1999: 25-42 Sponsored By: Brand Aid
Years ago, when I was the marketing manager for Hallmark’s greeting card products, we discovered something very interesting from an in-store merchandising test: using the exact words customers use in their purchase decision making process on point-of-purchase (POP) signing increases sales significantly.
Perhaps the most important brand management activity is positioning the brand properly. A well-positioned brand addresses important consumer benefits in unique and compelling ways. It also creates an emotional connection to the consumer.
When I have joined organizations to head up their brand management or marketing functions, others in those organizations have often conveyed to me that my primary role must be one of the following:
When conducting qualitative customer research, projective techniques overcome some of the limitations of direct questioning:
