A brand is a source of a promise to its target audiences. Of greater importance than making the promise is keeping it. BP (Beyond Petroleum) promises energy that “doesn’t damage the environment.”
Somewhere inside the Istanbul headquarters of Turkish Airlines there must be a very large wall. And on that wall are plastered random images of people and organizations that all have two things in common. First, they have absolutely no association with Turkey or its national airline.
Most marketing plans appeal to only two senses: sight and hearing. Why so limited? How come almost all marketing and brand building concentrates on two senses when we know appealing to all five is likely to double brand awareness and strengthen the impression a brand leaves on its audience?
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. Readers know, we regularly answer questions from marketers everywhere. Today we hear from Deron, a VP of Marketing from Chattanooga, Tennessee who has this question about building a B2B brand.
The Blake Project delivers brand education workshops around the world. We also work with municipalities in helping them release the full potential of their brands. With these experiences we are pleased to offer an in depth two day workshop on Place Branding with an optional third day consulting intensive.
