Tag: interact

Re-Branding and Employees Engagement

Continuing the engagement of the employees in internal branding, October issue of HRMagazin is running an extensive material on internal branding and its importance for the success of any re-branding efforts .

As the people who deliver the brand promise are employees, making sure they understand and can deliver the brand to customers is vital—especially for companies within the service industry, where the relationship between employees and customers essentially is the product the company sells.

Re-branding takes time. The planning process that produces a new brand can take as long as two years. Educating employees about the new brand, and its implications on the company and their work, can also last years. That effort typically starts several weeks to several months before the new brand is unveiled to customers and continues after the official unveiling to external audiences.

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Managing a Brand Under Fire

Even though is dealing with pharmaceutical industry branding, I spotted a very intersting article, over BrandWeek, that deals with how to manage your branding when your company, or even your whole industry is under fire, and has to face negative reactions to some aspects, whether from the public or the media.

Strategically, a shift is needed throughout the industry—from corporate brands to their agency partners—toward a better understanding of consumers. The industry must know how consumers truly feel (as patients, as caregivers and as family members), what they want, how they react and what drives them to action.

Well so far, is a little general, but here is a list with some practical strategies ideas that help: Continue reading →

Posted on by Daniel 0

Branding Trends

In all aspects of business, and branding makes no exception, are influenced nowadays by the trend of customization and personalization. Both are now hard to avoid and they are shaking hands with the new technologies.

The basic concept of branding will definetly remain unchanged — to create an emotional attachment between the consumer and a product — but the near future (or should I say present?) will demand from branding to adapt to consumers high demand for specialized – peronalized – customized products.

The new technologies are changing the way consumers interact with companies, or with other consumers for that matter, exchanging views, complaints, opinions and comments about products and services, about brands, about companies, about YOUR company.

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Posted on by Daniel 0