- Greg

Some top advertising houses estimate it to be one third or more of the cap value.

The examples of Sushmita Mutnuri’s comment tipped on attention to brand positioning and imaging has little to do with the objectivity of product sales. Rather, the subjective value of how the organization’s brand is perceived, precedes the actual value of the product sale.

- Greg

Thanks for that. Very helpful.

Regarding brand delivery, I think it’s important to build consensus at every step. It’s easy for people to agree in a conference room, but unless they have truly bought in they will defect later.

I think the solution is to uncover as many objections as possible and deal with them before they become problems. Don’t look for quick agreement, but observe body language, etc. Generally you know when someone is uncomfortable.

It’s easy to move forward when everyone has voiced agreement, but if you sense that a true commitment hasn’t been made, you need to go back and solve the problem before moving forward.

- Greg

We’re undergoing a major branding project and I am trying to organize an entire company around this and the hardest part isn’t just figuring out who you are, it’s also figuring out who you aren’t. The other hard part is where the rubber hits the road: delivering on the promise. I hate lip service and it’s incredible how many companies only give you just that. Any suggestions on how to inspire and convince an organization to do what it takes to make this (delivering on our promise) happen especially if/when it means serious change?

Thanks for your input.

- Greg

Okay, about the topic, I would say that from my experience I always try to plow the communication with my client FIRST. I make sure that he/she understands the long-term value of a thorough branding process. Then, I bring point #5 track AND EVALUATE, and if something is not giving the desire results, then change course.

Yes, it takes guts or “intestinal fortitude” to admit your superb idea didn’t nail it, but consumers change/evolve and if you don’t evolve as a marketer, then you are completely missing the mark. (tell that to your clients) (no offense intended here)

Marketing is not a tool to perform A JOB, it’s a companion to any business. At least, that’s the way I approach it.

These are my two cents, Peter.

Cheers,
A.J. Cuervo

It’s an interesting point about Google. I think that it can be argued that they do promote now through PR efforts, albeit at an extremely low cost. However, that’s after the brand was already built.

In truth, Google was one of those lucky products whose time had come. From the beginning, their main challenge was in keeping up with demand, not creating it.

The vast majority of us do not have such a happy problem, and therefore need to work to get the message out there.

- Greg

I think your point about promote and the reference to Google not doing so much of this, might need a caveat insomuch as defining promotion. I would argue that Google has promoted, but much more in the viral/WOM sense and through user spread.