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Touching
Brands
Learn how to
manage your
brand at all
customer
touch
points.
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"Consumers only
allow a small
repertoire of brands
into their lives,
and they want the
relationships with
those brands to be
meaningful."
Laurie Coots
Chief Marketing
Officer TBWA\Chiat\Day |
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Objective:
Create
preference for your product by biasing
customer perception through branding
strategy.
Benefits:
Higher sales volume with less selling
effort.
Silicon Strategies Role:
Defining or refining your brand, connecting
your value to the desires and needs of the market.
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. If you don't,
the market will define your brand, and the
market is rarely kind.
Branding
strategy requires as much thought as
creating products. Silicon Strategies
Marketing consultants guide you in creating
strong and defendable brands that match buyers' emotive and functional needs.
Having a
strong brand strategy gives you advantages
against your competitors because 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. Silicon
Strategies Marketing will put you and your
brand ahead of 79% of your competitors.
Brand strategy has
a direct impact 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
time defining their brand, their branding
strategy, or to conduct
routine brand management. Thus they never earn brand equity. The
indirect cost of not creating a
strong brand are weak sales and market
position, and a constant struggle to move
forward. Silicon Strategies Marketing
consultants lead 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 motivations, 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 Marketing consultants educate
your teams while using group processes to
create your brand strategies. Your executive teams then
maintain your brand's ecosystem, driving the
brand through all corners of your
organization.
Contact Silicon
Strategies Marketing for a consultation
concerning your brands, brand strategy and
ongoing brand management. |
