"Now that more business will be conducted across the Internet, brand recognition and trust are rapidly escalating in terms of buying influence. It’s time for other players in the high-tech industry to come out from behind the curtain of invisibility, and make strong brand impressions to build these same assets....
The article discusses about defining and articulating the brand. This is a critical phase of branding, and needs a formal, written process to succeed. The marketing team leads the effort, but involvement and buy-in from the senior management team is required for maximum impact. Read on and find what you...
This article talks about the new brand introduced to the marketplace. It is to be ensured that it reaches its maximum impact and yield to the organization. Being a part of a large organization, one’s brand may have to be managed across different functional groups, geographic locations, and even international...
Even though the marketing team will lead the branding effort, the whole company must engage to realize the bottom-line benefits of the initiative. Once your basics are completed, your brand has been articulated, communicated, measured, and successfully received by the marketplace, a more aggressive, orchestrated effort is needed to yield...
"Right after the existence of market demand has been qualified, customers need to be aware of the choices they have to satisfy their needs or wants. You can’t make a sale if they’ve never heard of you. However, a tremendous number of companies squander their budgets by creating awareness about...
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