A GUIDE TO BRAND SURVIVAL BY JONATHAN BACON 1. Decide the purpose of your brand “We need to move beyond seeing people as a head of hair in search of benefits or a pair of armpits to be deodorised, to real people with real lives, and focus on how we serve them.” - Keith Weed, chief marketing and communication officer at Unilever. 2. Be consistent There is evidence that a strong sense of purpose can help a brand to be consistent in its presentation across different channels. For example, 72 per cent of respondents who believe their brand has a societal purpose also feel they are able to maintain consistency in a digital context. This drops to 61 per cent among those who feel their brand lacks societal purpose. 3. Get friendly with HR and IT The more that a marketer is in command of data, consumer insight and brand purpose, the more they can play a vital role in determining the overall direction of their company. This strategic role is most obviously seen where marketing is allocated a place on a company’s executive board or where the marketing function works closely with other divisions, such as HR and IT, to spread brand values and develop technologies and systems across the company. 4. Train people “The idea of finding the best in class in each area and creating a commonwealth or multidisciplinary team is the model that is emerging.” - Gannon Jones, chief marketing officer at PepsiCo’s Global Nutrition Group. 5. Let local teams get on with it “Global used to be the highest on the food chain, but now the real opportunity is the networked entity – finding where the people are who do the best work, let them do it and let it get socialised globally.” - Joe Tripodi, executive vice-president and chief marketing and commercial officer at Coca-Cola.
Posted on: Sat, 24 Jan 2015 01:51:03 +0000
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