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CONSISTENT VALUES AND BEING A PART OF THE COMMUNITY BUILDS TRUST – 3 OBSERVATIONS There is no doubt that displaying values consistent with those of the target market is central to building a strong brand, and even more central to building brand loyalty. Where there is a consistency in the values of the business and […]

CONSISTENT VALUES AND BEING A PART OF THE COMMUNITY BUILDS TRUST – 3 OBSERVATIONS There is no doubt that displaying values consistent with those of the target market is central to building a strong brand, and even more central to building brand loyalty. Where there is a consistency in the values of the business and its market, and where the business lives by its values, there is real potential to develop trust and potentially develop a sustainable competitive advantage built on trust. Two issues relevant to both branding and the values of the business are: Internal behaviour External behaviour Internal behaviour relates to how the organisation relates to its staff, suppliers, financiers, shareholders and other stakeholders, including the broader community. External behaviour incorporates corporate citizenship and, in particular, support for community causes by way of pro bono work, donations, and sponsorships. Both behaviour sets are important. However, I would argue…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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