Who leads the corporate brand?

  • Posted by james rivard
  • December 19, 2017 12:40:13 AM PST
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Look at many B2B companies today, and you’ll find they often do a much better job of marketing product brands than expressing the virtues and values embedded in the company. In today’s product-centric business environment, companies frequently commit vast amounts of resources to market their product brands, yet sometimes overlook the company brand -- the brand that stands behind all of a company’s products, services and people.

And it’s easy to see why.

By their very nature, product lines come and go, presenting companies with an opportunity to talk about the “next big thing” or “game changer.” Yet it's the established corporate brand that gives product brands context and credibility in the marketplace. Strong Corporate branding video do much more than stand behind a portfolio of products.
Who within the enterprise should manage the corporate brand? The value of this asset commands ownership at the highest level of an organization. While a company’s CMO or product managers may tend to various divisions and product brands, the company brand demands the CEO’s attention.

In the February 11, 2015, issue of The Wall Street Journal, Dr. Kerry Sulkowicz, managing principal of Boswell Consulting Group, summed up the CEO’s role in influencing culture: “The CEO wields the greatest leverage to create, sustain and change the culture."

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