“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
Brand education workshops and seminars are a core offering of The Blake Project. Today we’re pleased to announce a new, robust workshop with a focus on brand leadership.
When it was launched in the US in 2007, the iPhone was locked into the AT&T network. The only way to own one was by signing a contract with the carrier. The deal allowed AT&T exclusive rights to the handset and ensured that Apple could maintain premium prices and claim an unprecedented 15% of the operator’s revenues from each user. Apple repeated the arrangement with O2 in the UK and Orange in France.
What seven concepts are critical to brand positioning?
To apply brand positioning thinking to your own situation, here are six key questions to ask yourself:
