Thursday, January 27, 2011
Improve the brand experience
|Internal branding and working with employees to improve the brand experience are hot topics at this year’s conference.
Marketers from Kimberley-Clark and 3M are sharing their thoughts about approaches.
Top-line input is critical. PEOPLE strategy first. Without committing to a strategy that aligns with the business, you are sending the wrong signals. Define the desired customer experience and work backward through all the touch points to ensure employees understand their roles.
Without executive buy-in, you are in for a bad experience. If the executives can't articulate the ideas and direction, do not expect employees to get on board.
IT IS A JOURNEY
Don't think of this as a one-time project. It is never ending. Develop the right measurements and monitor real time.
These fundamentals provide great guidelines that should help to ensure success.
Next up: RiechesBaird’s Challenger Brand presentation.