strategy marketing

Great Brands Are Never Complacent

Evaluate your brand’s relationship with stakeholders – your consumers, vendors, channels, influencers, investors, and shareholders continually.
To sustain your business relationship with your stakeholders, you need to ‘act’ on it. You cannot take it for granted that they will always hold you in high regard, and not leave your side for some extra margin or tangible benefits.
When you defend your turf on tangibles, it can deteriorate pretty fast into a slugfest of commoditization.
However, if you have the intangibles on your side, even if your stakeholders are getting lesser margins or dividends, if they feel enough about your relationship with them, they will stay put and give you second chances.
Why? Because they have invested in your ‘brand goodwill,’ which is the feeling ‘branding’ builds – your brand essence.

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