Comments on: Building Corporate Brand Value from the Inside Out (Redux) http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/?utm_source=rss&utm_medium=rss&utm_campaign=building-corporate-brand-value-from-the-inside-out-redux Opinions. Commentary. News. Sun, 12 Feb 2012 02:23:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Ted Mininni http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/comment-page-1/#comment-124675 Ted Mininni Mon, 12 Jul 2010 13:58:49 +0000 http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/#comment-124675 Hi Alvin, How right you are! Managers often assume their employees understand the corporate brand and its values. Big mistake. The best brand communications are boiled down to a few key points (assets), and they are reiterated over and over again. Brand value MUST begin from within and it must be embraced from within. How can the customer experience it, otherwise? Thanks for weighing in, Alvin. I hope my post gave you some ideas, some reinforcement or insights you can use. Hi Alvin,

How right you are! Managers often assume their employees understand the corporate brand and its values. Big mistake. The best brand communications are boiled down to a few key points (assets), and they are reiterated over and over again. Brand value MUST begin from within and it must be embraced from within. How can the customer experience it, otherwise? Thanks for weighing in, Alvin. I hope my post gave you some ideas, some reinforcement or insights you can use.

]]> By: Alvin http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/comment-page-1/#comment-122260 Alvin Fri, 09 Jul 2010 08:24:56 +0000 http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/#comment-122260 The hardest part is communicating internal. What media and how are you going to communicate your brand value to your employee? You may know what you are going to communicate but you don't know how to communicate it effectively.... The hardest part is communicating internal. What media and how are you going to communicate your brand value to your employee? You may know what you are going to communicate but you don’t know how to communicate it effectively….

]]> By: nitu http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/comment-page-1/#comment-22142 nitu Sun, 14 Jun 2009 20:50:03 +0000 http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/#comment-22142 Dear Ted, I went through this post and i found it very helpful. i will be reading through your other posts and reflect those in my life too. Thanks. Dear Ted,
I went through this post and i found it very helpful. i will be reading through your other posts and reflect those in my life too.
Thanks.

]]> By: Susan Cergol http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/comment-page-1/#comment-22141 Susan Cergol Mon, 07 Aug 2006 11:19:50 +0000 http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/#comment-22141 Ted, this post is important information for my company, which is facing the challenge of weak internal branding and loyalty. I'm giving a presentation this afternoon about brand management and will include this piece in my handouts (properly attributed, of course). Thanks for the great material! Ted, this post is important information for my company, which is facing the challenge of weak internal branding and loyalty. I’m giving a presentation this afternoon about brand management and will include this piece in my handouts (properly attributed, of course). Thanks for the great material!

]]> By: Dwight Griesman http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/comment-page-1/#comment-22140 Dwight Griesman Thu, 03 Aug 2006 21:40:20 +0000 http://www.mpdailyfix.com/building-corporate-brand-value-from-the-inside-out-redux/#comment-22140 Ted, Great post. Whether it's an internal branding campaign or an initiative to build and leverage customer advocacy front line employees and in fact every employee becomes a critical link in the process. Jet Blue is an oft mentioned example of a company that works hard to be aligned in this manner. Beyond that, the CMO Group Leadership Board at Forrester Research recently published a report titled The Marketing of Marketing that speaks to a similar idea. A core premise is that marketing success is a function of co-dependencies with other functions and people within the company. In order for marketing to succeed and drive growth, CMOs must prepare an internal marketing plan and execute it with the same rigor with which they approach their external plans. In this manner they can build influence, credibility and support for key programs like internal branding, loyalty, advocacy, that rely on other people within the company who don't reporting to marketing but who are key for successful implementation. Marketers can't just start talking about great customer experiences and expect everyone to get in line. But as the stewards of brands marketing needs to own this process and the experience. Taking a sub set of the best practices outlined in the Marketing of Marketing report, CMO's who execute and invest time and energy to educate their peers, proactively collaborate so as to add value for others and engage openly in two way communications, will have an advantage when it comes to internal branding, employee support, and the delivery of great experiences, brands and cultures. Make sense to you? Ted,
Great post. Whether it’s an internal branding campaign or an initiative to build and leverage customer advocacy front line employees and in fact every employee becomes a critical link in the process.
Jet Blue is an oft mentioned example of a company that works hard to be aligned in this manner.
Beyond that, the CMO Group Leadership Board at Forrester Research recently published a report titled The Marketing of Marketing that speaks to a similar idea. A core premise is that marketing success is a function of co-dependencies with other functions and people within the company. In order for marketing to succeed and drive growth, CMOs must prepare an internal marketing plan and execute it with the same rigor with which they approach their external plans. In this manner they can build influence, credibility and support for key programs like internal branding, loyalty, advocacy, that rely on other people within the company who don’t reporting to marketing but who are key for successful implementation.
Marketers can’t just start talking about great customer experiences and expect everyone to get in line. But as the stewards of brands marketing needs to own this process and the experience. Taking a sub set of the best practices outlined in the Marketing of Marketing report, CMO’s who execute and invest time and energy to educate their peers, proactively collaborate so as to add value for others and engage openly in two way communications, will have an advantage when it comes to internal branding, employee support, and the delivery of great experiences, brands and cultures.
Make sense to you?

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