Developing A Relevant Brand Strategy


3.   Dedicated Time:

Do you consciously spend time each week, month, quarter just listening to what is going on with your clients?

The two previous points on customers and employees require your dedicated time. They cannot simply be relegated to the person in charge of marketing or customer service. If the voice of the customer is important to everyone in the company from the top down, you will see it turn into revenue and repeat business.

And that is worth time–weekly checkpoints, monthly staff meetings, quarterly reviews–whatever it takes is worth the time.

These may seem like simplistic points but in my experience, I have seen global brand strategies succeed through this detailed level of attention and without it, I have seen them fail. I welcome your comments. Please share what has worked or not worked for you.

More on enhancing a relevant and sustainable brand strategy.

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Andrea Cotter
Andrea Cotter
Andrea Cotter is the Founder and President of Virgilio & Cotter, LLC where she focuses on Marketing and Communications Strategies specializing in the Health Care industries. She also teaches C-Suite Leadership in her role as an adjunct faculty member at NYU's School of Professional Studies. In addition to her own company, Andrea has had both a corporate and entrepreneurial career in marketing and communications as a Global Executive at IBM Corporation and as SVP and Chief Communications Officer at the University of Pittsburgh Medical Center (UPMC), followed by a brand consultancy role at Straightline and a partnership in the workplace culture startup CultureTalk. She speaks several languages, including Spanish, Italian and French has done consulting work with clients in Europe, US and Asia.

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