Branding from within.
How do you help the marketplace understand what your company stands for? How do you translate your business vision into the structure of your organization? How do you continually create value that builds customer loyalty? How do you develop or strengthen your brand to deliver a valued experience that ultimately grows market share?
In this paper, Tracy Rummel and Nick Zeniuk explore "Brand Realization", an innovative approach to branding focused on achieving the business vision, enabling a culture that supports value creation, and improving performance. The authors compare traditional branding processes, which typically take an external perspective, with "Brand Realization", which starts from within to build ownership, commitment, and structures that support the brand concept. Case studies from organizations such as Ford Motor Company, Hewlett Packard, RKI, Samsung, the National Security Agency, and others illustrate the power of branding when aligned with organizational learning and transformation.
Leaders across industry and the public sector are increasingly focused on brand development as they seek ways to grow their competitive advantage and insulate themselves from competition in a dynamic economy. Why? Branding delivers real results. Research shows that two-thirds of all buyers make a decision before they go into a store, and 80 percent of consumers purchase a known brand. That’s because successful brands consistently deliver a valued experience for the customer. Companies with the most successful brands can therefore rely on customer loyalty to maintain and grow their market share through both lean and expanding economies.
What do successful brands have in common? Brands that survive are dynamic, organic, and responsive to changing needs in the environment. They also have the greatest potential to expand with experience, creating opportunities for new products and services that continually expand value. The "Brand Realization" process is designed to create and manage resilient brands by aligning the business vision and values with individual and organizational strengths.
Are you intrigued? There’s more. To learn how "Brand Realization" can transform your organization’s performance, please click here to order a free copy of THE PURPLE PAPER 001.
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