The Basics of Brand Management by Iftikhar Munir (Director at ZM TRADERS). Iftikhar Munir has over 15 years of experience of advertising, marketing and sales management at senior position.
IN THIS SUMMARY
In Brains on Fire, Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones relate how their marketing agency has de-emphasized the use of campaigns and instead fosters the growth of word-of-mouth movements to build customer loyalty for a brand. They recommend that brand managers should focus on creating movements that tap into the passions of customers and inspire them. Researchers have shown a strong correlation between a company’s success and the degree to which the company is engaged with its customers. The authors believe “closeness” to customers is a signal of corporate health and profitability.
SUBSCRIBE TODAY
http://www.bizsum.com/summaries/brains-fire
Holistic Marketing: A Top Line PerspectiveMikeAtwood
It's been 10 years since I've seen a white paper. Lots of things have since changed, but the premise still holds true. I thought I'd share with you to get your feedback... 10 years later.
i·de·al·ism
any of various systems of thought in which the objects of knowledge are held to be in some way dependent on the activity of mind.
At the time I was hoping to inspire change as the marketing dynamic was evolving. Perhaps I'll revisit it, make some edits, and try once again to create a "futuristic" idealism that I can, in 10 years, revisit again.
This time around, I think we'll incorporate the importance of relationships, the give-to-give methodology (thank you @Jill_Rowley) and begin to think about why having a vision, being passionate, ego free and helping others will make you far more successful than just focusing on making money... focus on the other things and everything else will fall into place.
Would, as always, love feedback and thoughts.
IN THIS SUMMARY
In Brains on Fire, Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones relate how their marketing agency has de-emphasized the use of campaigns and instead fosters the growth of word-of-mouth movements to build customer loyalty for a brand. They recommend that brand managers should focus on creating movements that tap into the passions of customers and inspire them. Researchers have shown a strong correlation between a company’s success and the degree to which the company is engaged with its customers. The authors believe “closeness” to customers is a signal of corporate health and profitability.
SUBSCRIBE TODAY
http://www.bizsum.com/summaries/brains-fire
Holistic Marketing: A Top Line PerspectiveMikeAtwood
It's been 10 years since I've seen a white paper. Lots of things have since changed, but the premise still holds true. I thought I'd share with you to get your feedback... 10 years later.
i·de·al·ism
any of various systems of thought in which the objects of knowledge are held to be in some way dependent on the activity of mind.
At the time I was hoping to inspire change as the marketing dynamic was evolving. Perhaps I'll revisit it, make some edits, and try once again to create a "futuristic" idealism that I can, in 10 years, revisit again.
This time around, I think we'll incorporate the importance of relationships, the give-to-give methodology (thank you @Jill_Rowley) and begin to think about why having a vision, being passionate, ego free and helping others will make you far more successful than just focusing on making money... focus on the other things and everything else will fall into place.
Would, as always, love feedback and thoughts.
Brands in Transition: Creating the Right Communications MixMWWPR
Public Relations, in its many forms, should be an essential strategic discipline within a company’s 360-degree brand marketing framework. Public Relations carries the greatest impact when it is folded into a larger plan that integrates a well-defined brand message across all marketing and communications activities. This holds particularly true for brands in transition.
Claudia Vine, JustFab Community Relations Senior Manager, shares her story of how she scaled her brand ambassador program using Pulse Ambassadors.
Video: http://ww2.readypulse.com/webinars/how-to-scale-your-brandambassador-program/
Transcript: http://ww2.readypulse.com/wp-content/uploads/2014/07/ReadyPulse-Webinar-Brand-Ambassador-Program.docx
8 Critical Success Factorsfor Lead GenerationGil.B
Until now, "lead generation" was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense email blasts or stabs at telemarketing, but with very little, if any, special attention brought to bear on the complex sale.
Meanwhile, marketers are constantly reminded that the company needs more sales leads NOW. Unfortunately, that immediacy often means sacrificing quality for sheer quantity.
A flood of ordinary, low-quality leads doesn\'t mean better sales - so why waste your time? The challenge is to adopt lead generation programs that will increase the odds of creating better sales leads, ultimately resulting in long-term, happy and profitable customers.
Some experts say that the brand resides in the heads & hearts of the persons, and thus the MC (Marketing Communications) is all about how to create, deliver, manage & evaluate the “Brand Messages” i.e., all the information & experiences that impact how customers & other stakeholders perceive a brand.
HOW B2B COMPANIES CAN USE A CONTENT MARKETING AGENCY TO STAND OUT FROM THE CR...Tomorrow People
In our hyper-competitive world, standing out from the crowd has never been more important. Financial results from the world’s biggest advertising network WPP, run by ad boss Sir Martin Sorrell, underscore the importance of differentiation in today’s challenging economy.
Sales casualty analysis: why sales numbers do not happen and what to do to ge...Browne & Mohan
Despite significant investment in resource and infrastructure, many companies suffer from long sales cycles, lack of funnel, targets missed by miles and very low closure rate. Reasons for poor sales numbers are common across industries. In this white paper, Browne & Mohan consultants detail the inhibitors of sales growth and how to address the same.
How company can create a third place between the company and customer that enhance collaboration and co-creation enabling relationship driving growth and trust with currencies other than money
The Balanced Rebrand: The Art & Science of Brand BuildingEastwick
Read how to balance business value and emotional value to create an authentic brand that not only sets your business up for success, but also resonates to your audiences’ needs.
Complete Media is the most requested wedding and event service company in Fort Lauderdale, Miami and West Palm Beach Florida and North America. By offering multiple services, such as DJ, up lighting, wedding video, event and wedding photography, customized monograms and of course photo booth, we keep our pricing affordable without sacrificing quality. Complete Media has serviced thousands of weddings and events in Fort Lauderdale, Miami and West Palm Beach Florida.
Brands in Transition: Creating the Right Communications MixMWWPR
Public Relations, in its many forms, should be an essential strategic discipline within a company’s 360-degree brand marketing framework. Public Relations carries the greatest impact when it is folded into a larger plan that integrates a well-defined brand message across all marketing and communications activities. This holds particularly true for brands in transition.
Claudia Vine, JustFab Community Relations Senior Manager, shares her story of how she scaled her brand ambassador program using Pulse Ambassadors.
Video: http://ww2.readypulse.com/webinars/how-to-scale-your-brandambassador-program/
Transcript: http://ww2.readypulse.com/wp-content/uploads/2014/07/ReadyPulse-Webinar-Brand-Ambassador-Program.docx
8 Critical Success Factorsfor Lead GenerationGil.B
Until now, "lead generation" was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense email blasts or stabs at telemarketing, but with very little, if any, special attention brought to bear on the complex sale.
Meanwhile, marketers are constantly reminded that the company needs more sales leads NOW. Unfortunately, that immediacy often means sacrificing quality for sheer quantity.
A flood of ordinary, low-quality leads doesn\'t mean better sales - so why waste your time? The challenge is to adopt lead generation programs that will increase the odds of creating better sales leads, ultimately resulting in long-term, happy and profitable customers.
Some experts say that the brand resides in the heads & hearts of the persons, and thus the MC (Marketing Communications) is all about how to create, deliver, manage & evaluate the “Brand Messages” i.e., all the information & experiences that impact how customers & other stakeholders perceive a brand.
HOW B2B COMPANIES CAN USE A CONTENT MARKETING AGENCY TO STAND OUT FROM THE CR...Tomorrow People
In our hyper-competitive world, standing out from the crowd has never been more important. Financial results from the world’s biggest advertising network WPP, run by ad boss Sir Martin Sorrell, underscore the importance of differentiation in today’s challenging economy.
Sales casualty analysis: why sales numbers do not happen and what to do to ge...Browne & Mohan
Despite significant investment in resource and infrastructure, many companies suffer from long sales cycles, lack of funnel, targets missed by miles and very low closure rate. Reasons for poor sales numbers are common across industries. In this white paper, Browne & Mohan consultants detail the inhibitors of sales growth and how to address the same.
How company can create a third place between the company and customer that enhance collaboration and co-creation enabling relationship driving growth and trust with currencies other than money
The Balanced Rebrand: The Art & Science of Brand BuildingEastwick
Read how to balance business value and emotional value to create an authentic brand that not only sets your business up for success, but also resonates to your audiences’ needs.
Complete Media is the most requested wedding and event service company in Fort Lauderdale, Miami and West Palm Beach Florida and North America. By offering multiple services, such as DJ, up lighting, wedding video, event and wedding photography, customized monograms and of course photo booth, we keep our pricing affordable without sacrificing quality. Complete Media has serviced thousands of weddings and events in Fort Lauderdale, Miami and West Palm Beach Florida.
At NewHire (http://www.new-hire.com), we've help thousands of small and mid-sized businesses hire new employees. Here are our best tips on writing great job ads from Chuck Smith, our President.
Here are the slides from our webinar on How to Write Better Job Ads for our clients. Job descriptions can make or break your job; poor job advertisements yield poor candidates pools, and great job ads attract great talent. Having an effective recruitment ad is key in order to finding the right candidate. I'll give you tools, tips, and resources to help you improve your ads.
"India Macro Economic Policy Initiatives" speech by Prime MinisterNajmuddin Jabalpurwala
This document is the result of an assignment during my MBA program. I had to prepare a "swear-in" speech for India's next PM in the 2009 general elections. The focus was only on the Macro Economic policy initiatives of the government. It was one of my favorite assignments as I researched on India's economic policy & prepared recommendations on future initiatives.
Public Relations & Event Marketing Mission :
- Provide a personalized level of customer service unlike any other
- Drive awareness and sales of our clients products and/or service offerings
- Craft strategies that only use the services necessary for success
- Be innovative and nimble
www.eventistmarketing.com
How Hire A Social Media Agency For Your Business?Arjoon Mehra
Interested in hiring a social media agency for your business? But don't know where to start from? Get to know the basics of hiring a social media agency for your business!
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...Julie Bevacqua
A look at the difficulty in creating brand awareness in a B2B setting, and adopting 5 different approaches to assess the impact of social media has in such an environment.
Advertising Campaign Management Part 3Jennifer Sundstrom-F.docxSALU18
Advertising Campaign Management
Part 3
Jennifer Sundstrom-Fitzgerald
1
Learning Objectives
Analyze advertising campaign parameters
Identify how a creative brief facilitates effective advertising
Describe the implications of advertising management in the global arena
2
Advertising Campaign Parameters
Advertising goals
Media selection
Tagline
Consistency
Positioning
Campaign duration
Effective advertising campaigns require careful planning and attention to specific parameters including Advertising goals, media selection, tagline, consistency, positioning and campaign duration. We will review each parameter beginning with goals.
3
Advertising Goals
A primary goal of advertising is to build brand awareness among existing and new customers. The creative should inform and persuade them to make purchases and build brand loyalty.
4
Build brand awareness
Inform, persuade, support marketing efforts
Encourage purchase decisions
Building Brand Awareness
Successful brands possess two characteristics. Top-of-mind are brands a consumer mentions first when asked about brands in a particular product category – these are brands in our Evoked Set. Top choice is the brand within a product category that consumers prefer the most. So top choice requires top-of-mind. Brand equity, which is the level of brand strength perceived by consumers, leads to top-of-mind and top choice brands.
This is also applicable on the B2B side when business people are faced with modified rebuy situations. A common dilemma I had was for every Fox Graduation Ceremony, there are three per year, and the need for graduation program booklets. There was a printer who I always wanted to hire because I enjoyed working with them, they always had fair prices and delivered high-quality programs in a timely manner. However, due to non-profit regulations, I had to bid the job to at least three vendors. So my top-of-mind, first choice brand was always included but I had to add two other vendors as well. Tell story about Bill DeVece and misspelled student names and how wonderful he was in fixing these issues.
5
Brand image begins with awareness
Consumers recognize the brand
Brand equity leads to top-of-mind and top choice
B2B important in modified rebuy situations
Building Brand Awareness
Successful brands possess:
Top-of-mind
Top choice
The 10 Most Valuable Brands in the World per 2018 study
Coca Cola brand is a good example of a brand with these characteristics. Here is a recent list of a top 10 most valuable and recognized list of global brands. (click link)
6
Goal to Persuade
Dare to be Devoted Campaign
Every Kiss Begins with Kay Campaign
Another common goal of advertising is to persuade consumers that a particular brand is superior to others and should be their top choice. Both of these brands, owned by the same parent company (Signet), do extensive advertising, but only Kay Jewelers has successfully used the same slogan, “Every Kiss Begins w.
Chapter 8 - SECRETS TO BUILDING A WORLD-CLASS BUSINESS THROUGH LEADERSHIP MAR...VINCE FERRARO
Do you dream of winning? Are you In It To Win It? There is an old saying that states:To the victor go the spoils. This saying originated from wars fought in ancient days - and meant that the victor got all the goodies! In today's competitive society, our desires and intentions are to be the best at what we do to win the prize - tangible or intangible. In fact, even the US Army used the slogan Be all that you can be as a motivator for recruits to join and excel.
Tom Hopkins, Author of How To Master The Art Of Selling & states that if you're going to do anything-small or large-why not do it to the best of your ability? Being the 'best' connotes drive, perseverance, leadership, success - factors that are valued by our culture, by which we are judged, and which make us feel good. Where does this take us? Well, we all want to be successful in our endeavors.
The Celebrity Expert® authors in this book have earned 'Blue Ribbons' in their respective fields of endeavor. They have succeeded in attaining their goals. Are you aspiring to be the best in your field? Are you planning to succeed? These Celebrity Experts® have blazed a trail that will show you the way and make it easier for you to succeed. They will show you how to avoid the pitfalls they encountered and, if you take advantage of their experiences, they will coach you to attain your desired goals. Experience suggests that readers of this book will be...In It To Win It.
Rebranding: A 4 Step Plan for B2B MarketersTodd Ebert
Your brand has huge strategic importance for improving your competitive position, engaging more prospects and ultimately winning more customers. So that’s why I wrote this ebook, “Rebranding: A 4-Step Plan for B2B Marketers”. In the book, I lay out detailed how-to’s for pulling off every part of a rebranding from aligning your leadership around the brand to launching it internally and externally. You’ll discover examples of what my team and I did to make MultiView’s rebranding successful at every stage. I’ve also included a scorecard for selecting your digital agency and a checklist for making sure you have all your bases covered. I hope you find the content helpful and if you have any questions, please DM me on Twitter @ToddEbert. I’d be happy to share my experience having done this several times.
Seven Steps for Revitalizing Your BrandR. Jay Olson
If the time has come to re-energize your brand, follow this proven framework to get your CEO and executive team behind you to mobiliize your initiative, and ensure your company's investment drives profitable long-term growth and asset valuation.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
The RE-ENGINEERING OF MARKETING & SALES 2016...Bringing down the 'silos'Paul Stanley
Utilizing the historic model when brands were in power; brand loyal consumers, brand domination of the sales channels and advertising was king,we now look at how one might re-engineer that historic model to deliver '360 brand power once again in today's world.
It's also a means of truly integrating marketing & sales which in turn 'brings down the silos' at both the manufacturer and their agencies.
The right messaging for customer retention in a time of crisisYonit Tanenbaum
Customers will remain loyal and potential customers will keep us top of mind if we speak so they will listen. In this workshop we practice crafting key messaging to communicate with customers in a time of crisis and to communicate a receptive and memorable brand response in general.
Why say big companies don't make mistakes? Well only difference is they realize it early. Dell Web PC become of the early failures of Dell and this case study show why.
From then pen of Mark Schwahn and John Gatins here comes a movie which is more than just about basketball. It is about leadership and tools necessary to achieve goals as a team. 'Coach Carter' is based on a true story of Coach Ken Carter, a controversial high school basketball coach played by Samuel L. Jackson.
#Madventure is an annual 4 Day – 3 Night adventure-style training event for young professionals and students who aren’t afraid to take "the road less travelled".
Absolutely one of the most inspiring book on New Thought. You cannot help being highly inspired by its reading. Read it a few pages at a time and meditate on what you have read.
Summary from Carmine Gallo's book The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success .... you can purchase the book from
http://www.amazon.com/Innovation-Secrets-Steve-Jobs-Breakthrough/dp/007174875X
Seminar held on May 30 at PC hotel Karachi... Organized by Tie Karachi.... loved it so sharing it with you.
Atif Farooqui - Currently working as Manager Trade Marketing at Continental Biscuits, Atif brings with him an experience of 9 years in the field of branding and trade marketing!
Babar Khan - Worked as a National Creative Director at Manhattan Leo Burnett, Babar brings along experience of 20 years in the field of advertising and branding!
Rizwan Ahmed - Rizwan Ahmed is Brand Manager, Unilever, he has an experience of 4 years in the field of branding!
Sajid Mehmood- From Jorriya Bazaar to styling hair of high-profile personalities like Imran Khan, Shahid Khan Afridi, Atif Aslam, Iman Ali!
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
LA HUG - Video Testimonials with Chynna Morgan - June 2024
The Basics of Brand Management
1. The Basics of Brand Management
Step1
Identify your brand stakeholders: Be inclusive
Don’t just think of customers. There are many other groups involved in your brand. Your list of
stakeholders may include employees, business partners, distributors, investors, even yourself as well as
customers. Make sure you have identified all the groups of stakeholders in your brand before you do
anything else.
Step2
Understand where you are now: Be honest
It is essential to understand how your stakeholders currently perceive your brand. Remember: the brand is
not what exists in your brochures or your web site. Your brand is what exists in the mind of our
stakeholders: it is these perceptions that will determine your business success or failure. Take time to
understand your current brand: it exists in the minds of your stakeholders.
Step3
Study Competitor and market trends: Be thorough
How you should position your brand for the future will be affected by a combination of three factors: where
you are now, where your competitors are now, and the trends that will impact on your market.
Understanding all three provides a sound basis for the future. When considering your market be careful to
identify trends that will have a significant impact on your market over the coming years not just the short
term fads. Understand your competitor brands (how customers think of them) and your market trends.
Step 4
Define where you wish to be: Be realistic and focused
A strong brand needs to be distinctive from its competitors and motivating to its customers. Ask yourself:
What are your brand strengths(or could be our strength)
How will this be distinctive from our competitors?
Why will this be motivating to our consumers?
Will these strengths become more important in the market over time, or less important?
Your answer should be realistic and focused. Its will help if you get a “reality check” by sharing the
answers with some of your key stakeholder groups. Check to make sure the answers are believable.
Craft the answers to these questions into a statement of your desired brand.
Step 5
Agree what you have to say and do: Be committed
To build the desired brand in the mind of your stakeholders is perhaps the greatest challenge. It requires
constant review of what you say and what you do and how they live up to the brand you are trying to build.
Begin the process now by listing out the kinds of behavior that will build your desired brand. Be as
specific as possible “role play” the contact that you have with stakeholders. What will you need to say and
do, on an ongoing basis, to build your desired brand.
These five steps are essentials of good brand management. Work on them now and into the future to create
enduring value of your business.
2. It's Not What You Brand, But How You Position
Brand and position may be related but they do not live in the same house. Branding and positioning are not
always interchangeable. Consider branding as ubiquity where everyone knows you, and positioning as
value where everyone wants you. They work in tandem with one supporting the other but they are not
always the same.
You can have brand and no position. You can also have a failed position that erodes the brand.
In fact it is our contention that when a brand is failing or is in immediate and dramatic need of
resuscitation, focus on redefining the position first. Do not take on the entire brand itself. This is not only a
strategic and philosophical exercise but also a tactical and execution issue. How a company goes about
resurrecting its troubled brand image provides a vital clue as to its prospects. How it is said is just as
important as what is said.
A case in point is Worldcom. When Michael Capellas left Hewlett-Packard in November to become CEO
at WorldCom, he brought the promise of a fresh start for the beleaguered telecommunications company.
In an effort to communicate that changes were afoot, the company took out full-page ads in the Wall Street
Journal, a bold first step in an advertising-based, public relations offensive designed to reinvigorate the
brand essentially based on restoring credibility with customers, partners and the financial community.
The ad detailed changes in management and policy, highlighting the hiring of Capellas, as well as touting
the company's financial stability, despite concerns to the contrary and the fact it is in Chapter 11
(apparently a minor issue and temporary state of being). The ad also referred to the company's quality of
service and customer commitment. The ads in essence try and convince readers that it will not be business
as usual and that credibility has been restored because of Capellas, whose reputation here-to-fore is
believable if not stellar.
In other words, case closed. Wrong.
The use of advertising, a one-way, communications platform, rather than laying the groundwork for
restoring viability via a public relations campaign, using Capellas as the point man, highlights a flaw in
WorldCom's external out-bound communications strategy.
And this decision gets to the heart of the difference between branding-here represented by the ad--and
positioning strategies. Certainly, the two are not at odds with each other. If handled correctly, they are in
fact complementary in the most fundamental way.
If Capellas took the lead and met with financial analysts and the media and indeed even took part of "Town
Hall" style meetings with WorldCom customers or even interested members of the public who might be
considered prospects, he would be positioning his new company in the best possible way.
WorldCom's fall from grace and subsequent Chapter 11 filing has been one of the most dramatic and talked
about events in this mean season of corporate scandals. Ads in the Wall Street Journal will not remove the
stain of current and former WorldCom executives now on the hot seat.
That's why it's so important for the man who represents the new face of WorldCom to go out on the road
and explain what went wrong, what he intends to do about it and how he intends to make these changes
happen.
3. It's impossible to overstate the value of Capellas involved in a frank give-and-take with the outside world.
For one thing, he could directly address any lingering doubts some might have about him being a job
hopper with itchy feet, an executive who moves on before the task is truly finished.
After this painstaking-and frankly stressful positioning exercise has been given a chance to work---a
carefully designed advertising campaign will serve to solidly reinforce the message of the new WorldCom,
a WorldCom that can be trusted.
Ad campaigns undertaken before proper positioning is instituted and is given a chance to work have as
much chance of having a real impact as grass growing in asphalt.
As well intentioned as it might be, advertising--especially in this context-is seen as not only a self-serving,
one-way form of communication, but it is an example of risk avoidance. And this risk avoidance comes at
the very time that a company's chief executive should be actively seeking risk-charged encounters in public
forums where he has the opportunity to answer very tough questions.
Whether it's in business, politics or any other field of endeavor, when a person or a company is in major
trouble, it is suicidal to take a comfort first, completely controlled approach to communication.
Positioning, especially when implementation calls for face-to-face contact with a suspicious and angry
public, may be an uncomfortable exercise but it is a vital one.
Sometimes it is not what you say, but how you say it.