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Posted March 14, 2001
Not Just for the Marketing Department
I work for a relatively new division of an established company that is making its first forray into an old industry. Consequently, I have three responsibilities in regard to 'selling' my company's brand: 1) promote the company's overall brand, 2) help establish the relevance of the company's overall brand to this new market, and 3) help my department establish it's own sub-brand identity that is complimentary to - yet distinct from - #1 and #2 above. David Aacker's book has given me a lot of food for thought on how to accomplish these seemingly contradictory goals without diluting or compromising the messages I need to get across to clients by doing my job. I'm not in my company's marketing department, but 'Building Strong Brands' has helped me understand what it is our marketing people are trying to say about my company through its brand. More importantly, the book has helped me get the word out by making me aware of the fact that *how* I do my job is as important as *what* I do in establishing the meaning of the brand. Companies trying to distinguish themselves from their competition are doing themselves a disservice if they don't make excepts from this book required reading for all employees.
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Posted March 8, 2013
Posted January 1, 2013
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