Building Brands

Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.

As Bill Gates once said, "Success is often a lousy teacher." It's easy for a leader who has experienced a tremendous amount of success in the past to think that whatever they do next will be just as successful. But often that is not the case.

Patrick Lencioni, the author of "The Ideal Team Player," posits that to have an effective team player you need three virtues (attributes). He points out that people tend to hire based on technical competence and someone’s interest they expressed in the job during the interviews. The problem is those are inadequate predictors of whether someone is in fact a team player. 

Great leadership is rarely about command-and-control. That’s old school and pretty much gone. Today’s most successful leaders understand that the facilitation of meaningful conversations leads to new ideas and the integration of them is what drives organizations.

MarketCues' research has identified four brand drivers that enable organizations to identify the gaps of Perception versus Reality between an organization and its customers. Through the analytical process of answering the following four questions, organization leaders are able to better define their true mission and vision and implement them throughout their entire organization to drive brand and cultural change.

Getting the brand logic and promotion right produces a successful program that can carry a brand for a very long time. To begin, you have to understand what your customers want to experience when they use your brand. What follows are three steps that lead a visitor to your website all the way through to a loyal customer.

With the market filling up with competing brands there is a growing need to select one that distinguishes, differentiates, brings value back to your parent brand, and is absolutely unique in the market.

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