Pity the CEO who has the misfortune of trying to build a corporate brand in the modern era.
You see, way back in ancient times, when slow connection speeds had more to do with your supply ship being robbed by pirates; and broadcast advertisements were limited by the decibel levels of the hawker’s voice, branding was quite simple. A couple of strokes with a paintbrush or the sizzle of a hot iron was all that was needed to denote the origin of the goods.
And, if the wheel moved the wagon, or the wine was drinkable – the consumer would simply wait for the next ship, and buy more. Easy, right?
Today, a happy consumer is not necessarily a guarantee of more business – instead, it’s more of a momentary indicator that your brand pushed the right buttons, this time around. With 72 percent of consumers willing to shop around each time they procure a consumable, it’s clear that product selection is just a tiny fraction of the overall branding paradigm.
Building a successful consumer brand – one that can execute, time and again, in this shopper-fickle environment – is almost entirely about what happens before the consumer zips open the package. Doing so requires a committed and deliberate approach – much more marathon, than sprint.
Along the value chain from product idea to execution, today’s CEO will have to focus on an organized marketing strategy that is not for the faint of heart. Fortunately, we’ve got your back. The blogs that follow will take you through five very strategic, and very integral, steps to brand-building triumph. Though we will cover the steps individually in more detail, here’s an overview:
Are you ready to power your winning brand?