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Monday, May 5, 2008

What is a Brand: part 1 of 6

What is a Brand?
by Steven Brown

You’ve caught the fever, the brand fever. You’re printing business cards, networking for business, or working with customers. You need to get more leads for your sales team. Your revenue or profits aren’t growing as you need. You just completed a business seminar and you are filled with new ideas for your business. What you want is more excitement about your product or service, a more enthusiastic response from your sales team when you demand growth, and definitely more customers. But what do you do?

What leadership do you exhibit to your team? What kind of marketing campaign do you design? What is the message you want to convey to your customer about why they should buy from you? Should you use the internet or print? Will you design it yourself, or hire a marketing firm to analyze your business and come up with a new brand, maybe something you believe you could have done yourself? Should you rebuild your sales process or incentives? Yikes – these options all seem quite risky or expensive!

Next entry: Definition of a Brand

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