As important as making a unique and compelling brand promise is keeping that promise. It’s that simple. That’s where inside out branding comes in. The process of activating the brand promise with the help of an organizations’ greatest asset – its people.
Every brand has a truth point – and that point is always the point of contact: the moment when the customer makes contact with the brand, to buy, to ask, to complain, to enquire…
There are many considerations that should be very much top of mind for all brands that are merging or acquiring companies. A successful fusion will be determined by how well brands think through and act on these four areas:
Branding Strategy Insider readers know, we regularly answer questions from marketing oriented leaders and professionals everywhere. Today we hear from Tom, a CEO in San Francisco, California who has this question about merging brand cultures…
Often when executives look to address underperformance on the inside of a brand or business, the temptation is to treat the brand or business as one entity, and to assume that the problems are spread evenly. That’s usually not the case.
