Watch Your Brand Signals
When you think of the art of branding, what comes to mind? The art or the science? Those are two very different disciplines, yet if you don’t have both firmly thought through and driving your key brand messaging, you will find it difficult to score attention and the results you’re seeking.
The art of branding has secured its place as a creative, intuitive and artful way of presenting a brand. By contrast, the science of branding still remains out of reach for many marketers who either dislike or misunderstand market-based research. In my experience, marketers who fail to properly and effectively assess their markets usually suffer because they do not fully understand their positioning or how to best market their companies.
Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.