As markets become more competitive, and clients become more demanding, organizations must work harder to secure their fundamental relationships. Building distinctive relationships with their clients and stakeholders is what branding is about, whatever the market, whoever the client. The brand is the marketer’s most advanced emotional tool. It combines and reinforces the functional and emotional benefits of the offering, adding value, encouraging consumption and loyalty. A good brand facilitates recognition, makes a promise, and, provided the full marketing and communications [...]
This blog was written by:
Jim Mintz, CEPSM and Kathleen Connelly, Intersol Group Ltd.
The single biggest problem in communication is the illusion that it has taken place.
George Bernard Shaw
The major challenge facing public sector organizations today is that they have great difficulty getting their message out. More important, many can’t seem to get their messages to resonate with their diverse target audiences, including internal and external audiences, stakeholders etc. Most communication and marketing approaches generate some awareness but not much else. [...]
Most people we work with at the our Centre do not understand branding. First it is important to understand that a brand is everything associated with an organization, product, service, cause or person — all of the attributes, both tangible and intangible. It’s your logo, your promise, the product or service you deliver, your name — all of that and more. It’s what you stand for, what you do, what you say and what you look like. It’s everything. more