8 strategies reduced to one It has been suggested that bringing a brand to life involves eight strategies: Realise the importance of brand Take inventory Funnel and simplify Brand identity Implement internally Implement externally Measure Protect and maintain I would argue that there are, in the simplest terms, two critical stages in creating a brand: […]

8 strategies reduced to one It has been suggested that bringing a brand to life involves eight strategies: Realise the importance of brand Take inventory Funnel and simplify Brand identity Implement internally Implement externally Measure Protect and maintain I would argue that there are, in the simplest terms, two critical stages in creating a brand: Defining it Living it Ideally, defining the brand involves working co-operatively or even collectively with the primary target market to define a brand that will maximise all of the objectives discussed in the last blog in this series. Living the brand involves creating a culture that can bring the brand to life.Defining the brand involves: Defining the audience Understanding the audience to be targeted Defining the brand according to the expectations of that audience Living the brand involves creating a culture by: Employing the ‘right’ people Engaging and incentivising staff Monitoring and providing feedback to…