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Better Branding
It's getting more difficult to build strong brands, because of shrinking marketing budgets and an explosion in the number of brands as well as in ways of communicating them. To rise above the clutter, a company must go beyond intuition and turn to a more rigorous, fact-based analysis of the effectiveness of its brands. To deliver them, marketing must develop new skills and obtain help from other departments, including product development, operations, and customer service.
The take-away: Companies can build better brands for less money with a forward-looking customer segmentation and sophisticated analytic tools that help define and deliver brands more precisely.
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