Friday, 27 February 2009

Brand organisation must ensure they deliver a joined-up brand experience

I have said before that brand organisations often operate in silos.

This issue is very real, as evidenced by ANA research last year that revealed that 59% of respondents think the existence of silos in a brand organisation is a most serious challenge in planning and executing integrated marketing.

 I read a useful one page excerpt of a book (written by David Aaker) aimed at CMOs that looks at how to solve the silo problem.

It has some very sound advice. [see article]

One point made is the need for: ‘clarity and linkage in silo-spanning brand strategy’

I want to build on that. 

If you are involved in planning and delivering brand strategy I suggest that you gather all other key stakeholders– marketing, sales, customer service, etc – and review whether your operation is delivering great brand experiences across every part of the business.  

In order to build a competitive advantage in these challenging time the objective of everyone in a business must be to ensure that a clear, consistent and joined-up brand experience is delivered throughout the path to advocacy

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