In his June 8 BtoB magazine article, Best Brands Make a Promise and Deliver, writer Dean Adams talks about the importance of taking a holistic approach to delivering on a company's brand promise. Adams notes that brand stewardship often remains a function of a company's marketing department rather than the responsibility of the entire ogranization. He acknowledges that marketing's job is to create the brand promise, create the expectations, and measure the delivery of the promise; however, he emphasizes that it takes the entire organization to deliver on the promise.
Within Element Three's Brand Chemistry process, we start by looking inside an organization to define its brand promise by identifying the organization's unique selling points and claim of distinction. By gathering information from key stakeholders, we work to uncover the organization's true essence. Through this approach, we gain organizational buy-in and work to create those all important brand ambassadors that Adams writes about. That's not to say that reinforcement messages from the top are not important, but if the brand promise is truly rooted in the corporate culture, the delivery of that promise should become a natural part of doing business.
To review Adam's article, click here.
Within Element Three's Brand Chemistry process, we start by looking inside an organization to define its brand promise by identifying the organization's unique selling points and claim of distinction. By gathering information from key stakeholders, we work to uncover the organization's true essence. Through this approach, we gain organizational buy-in and work to create those all important brand ambassadors that Adams writes about. That's not to say that reinforcement messages from the top are not important, but if the brand promise is truly rooted in the corporate culture, the delivery of that promise should become a natural part of doing business.
To review Adam's article, click here.
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