To have a chance in today's marketing world, a brand must be perceived as different and unique. Successful companies, both large and small, are focusing resources on building brand equity by establishing enduring significant positive differences among targeted prospects and customers. Even big companies like IBM and Kodak, who have long-established brand recognition as leaders in their respective industries, must continuously reestablish their significant positive difference. Big Blue, once the computer hardware giant, today represents itself as a provider of e-business solutions, of which hardware, now a commodity, is just a small part. Kodak continues their promise of innovation and the guarantee of simplicity.
Great brands continue to develop and redevelop.
Relevance to your market without differentiation means you have a commodity rather than a true brand. Drive your SPD messages home through a strategic marketing communications plan that reaches your prospects, customers, and employees consistently across all points of contact. Monitor your market relentlessly and keep your SPD vital to your market. Today, people are buying more than a product or service. They are buying the meaning and promise of products or services that meet their needs and perform as promised because they are delivered by a company they can trust.