The member firms of the Brand Establishment have developed brand strategies for hundreds of companies. Here are five signs that tell us a company is ready.
Category: Brand Management
Most books on branding focus on identity, design and psychology. This is not one of those books. Instead, authors Davis and Dunn of Prophet focus on brand as a business strategy that is delivered by the entire organization.
Who owns the brand in your organization? Most people would say “marketing” but only the CEO is in the position to own the company brand. Here’s why.
Intangible assets can constitute up to 75% of a company’s total value. Capitalize on the untapped value of your brand to further differentiate yourself in the market.
Most executives feel the strength of their brand lies in marketing. But the truly great companies know that every function is responsible for delivering the brand promise to the customer.