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Building profitability, building equity, building brand.
A recent MORI poll found that 94% of top directors thought that a strong brand was their best form of defence in a turndown. With the IMF predicting such a turndown on a global scale, understanding what a brand really encompasses is vital for even the smallest businesses. Brand is only truly yours when you take the time to understand it, build, develop and manage it. Branding is about spending time with your organisation, positioning and maintaining the culture of a business as well as marketing the company to your target audiences. Now MDs/CEOs can learn how to build a brand strategy by attending our Strategic Brand Leadership courses.
The need for Business-to-Business (B2B) enterprises to build clear, compelling and robust brands in order to lift themselves above the "more of the same" brigade is greater now than at any time since the invention of the corporate identity in the '60s. This is the world where quality, reliability and service are taken for granted – where marketing alone is not sufficient to build a loyal customer base. Something more is needed, and that is a holistic brand.
