A TWO-PART SERIES ON WHAT IT TAKES TO SUCEED IN TODAY'S INCREASINGLY COMPETITIVE MARKETPLACE
By Susan Cyliax, CMO
PART ONE: YOUR LOGO IS NOT YOUR BRAND
If you have a product or service that everyone needs and no one else offers, it's easy to be the best. Unfortunately, that's not a reality for most businesses today. To succeed in the real world, businesses need every advantage they can get. Many CEOs agree that the way to win is to build and manage their company's brand. You know that classic line from “Field of Dreams”: "If you build it, they will come."? Well, it might not be that simple, but if you build a strong brand, then customers will be more likely to come!
Your business has a name and logo and you advertise, but do you have a brand? Successful CEOs and business owners know that branding goes deeper than a name and logo. Logos, tag lines and advertising campaigns are traditional marketing tactics that merely scratch the surface. Brands connect with customers.
By Susan Cyliax, CMO
PART ONE: YOUR LOGO IS NOT YOUR BRAND
If you have a product or service that everyone needs and no one else offers, it's easy to be the best. Unfortunately, that's not a reality for most businesses today. To succeed in the real world, businesses need every advantage they can get. Many CEOs agree that the way to win is to build and manage their company's brand. You know that classic line from “Field of Dreams”: "If you build it, they will come."? Well, it might not be that simple, but if you build a strong brand, then customers will be more likely to come!
Your business has a name and logo and you advertise, but do you have a brand? Successful CEOs and business owners know that branding goes deeper than a name and logo. Logos, tag lines and advertising campaigns are traditional marketing tactics that merely scratch the surface. Brands connect with customers.
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