Boosting Your Brand Boosts Your Profits
“Brand” is an easily corrosive metal that needs to be burnished, buffed, shined and oiled each day to remain relevant and competitive. A brand is judged on its combined elements: products, services, support, infrastructure, and supply-chain advantages. As any C-level exec likes to say, “When we boost our brand’s short- and long-term value through competitive dominance and market demand, we will boost our overall earnings.”
CE retailers and manufacturers have weathered our battered global economy by downsizing human capital, improving supply-based economics, enhancing operations and reining in costs. It’s now time to focus on increasing revenues and profit, market share and brand value. The greater your brand value, the easier it is to generate profits. Achieving high brand equity is imperative, but it isn’t easy to do.
For consumers and CMOs there is a mind-numbing ocean of content flowing through broadcast mediums, websites, social clouds, email, magazines, radio, direct mail, etc. Targeting the right, most profitable environment for building brand value has never been more difficult, more demanding or more confusing. On top of having to choose the right medium, you’re also faced with the changing buying habits of baby boomers, the expansion of key ethnic populations and consumers’ unrealistic expectations in product enhancements.