Brian Creath

Business is Changing. (How relevant is yours?)

In Brand, Communications, Corporate Marketing, Marketing, Messaging, Positioning, Strategy on February 1, 2012 at 3:21 am

It’s the question on the minds of nearly every C-suite executive we talk with: Is our business (brand) as relevant as it should be?

It’s been our experience that most organizations are actually quite good at making and/or sourcing marketing materials. It’s when the challenge is developing and articulating comprehensive strategy that many companies struggle. The reality is that far too many companies lack a consistent and successful method for designing and maintaining positions for their brands, products and services.

Companies that have developed successful positions, tend to have one thing in common: Before the first tactical thought begins, these companies concentrate their marketing focus on structure, strategy and messaging. Not coincidentally, these three (3) critical elements are the focus of our business, as well.

If you’d like to help your organization broaden the practices of brand strategy, positioning and messaging beyond marketing — and into comprehensive, organization-wide internal and external efforts, I know a firm that can help.

While I’m working on my next post, I hope you’ll read about how Cohesion helps organizations develop more relevant and differentiated positions, here.

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