Objective:
Create
preference for your products beyond features,
functions and benefits.
Benefits: Greater customer loyalty drives
new sales to existing customers, and causes
them to recruit new customers.
Silicon Strategies Role: Connecting
your inherent corporate value to the needs of the market as your brand.
Your brand is what the market thinks and
feels about your company and your products.
It is up to you to define what you want the
market to think and feel, and make the
market adopt this view. Creating a brand
requires as much thought and strategy
development as creating products. Silicon Strategies
Marketing guides you in bringing to your market a strong and defendable brand that nurtures
buyer emotive and functional needs.
Few companies have a branding strategy.
According to a 2002 study by Prophet, only
53% of global corporations had a branding
strategy, and of those only 40% were
satisfied with their strategy.
This is a shame, given the direct impact
branding has on corporate bottom lines.
An EquiTrend study showed that
businesses with the largest gains in brand
equity realized an average return on
investment of 30%, whereas those with the
largest losses in brand equity saw their ROI
decline 10%. It is not
surprising that Coca Cola, one of the best
designed and managed brands on the planet, has brand equity valued
at more than $69 billion (according to Interbrand and
Business Week).
If you don't believe that brand equity increases stock equity, just
ask Coca-Cola or Nike.
Most companies do not invest the
time to create and maintain their brand, and
thus never realize the benefits of a strong
brand. The indirect cost of not creating a
strong brand are weak sales and market
position, and a constant struggle to move
forward. Silicon Strategies leads you in:
- Documenting your distinctive value
in the market
- Determining the functional and emotive
drivers of your buyers
- Creating a viable intersection
between who you are and what the market
wants
- Distilling buyer drivers, within
your brand framework, into meaningful
language and images
- Educating executives on driving your brand internally
- Reviewing market messages for brand
reinforcement
- Evaluating brand expansion,
contraction, and splitting for changing
business environments
- Educating your marketing team on
brand maintenance
Silicon Strategies educates your teams
while using group processes to create your
branding strategy. Your executive teams then
maintain your brand's ecosystem, driving the
brand through all corners of your
organization.
Contact Silicon
Strategies Marketing for a telephone
consultation on your brand strategy. |
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