Whatever an enterprise does, both internally and externally, needs to be improved systematically and continually: the product or service, the production processes, marketing, technology, the training and development of people, and the use of information.
1. Develop and execute brand plans, including brand marketing plans
The fourteenth most important thing to know about building winning brands is that co-creating your brand with your customers is a powerful thing.
We do not hear much anymore about overcoming resistance to change, which 10 or 15 years ago was one of the most popular topics of management books and management seminars.
Can you help? I’m a Wall Street Journal reporter working on a series of articles about small business branding. I’m looking for examples of smaller companies (50 to 500 employees) that have developed innovative branding campaigns and have a story to tell about what has worked and why it was particularly successful for a smaller company.
