Organizations face dramatic changes in their marketing channels. They are contending with enormous industry changes. They struggle to understand exactly which direction to take. This is not true of just a few companies. Everyone must change and evolve in order to keep their competitive advantage and to exploit boundless opportunity of our expanding markets.
Brand Strategy & Planning
All too often—and too quickly— marketing planning falls to the discussion of tactics, and the thinking becomes limited by what has been done before, or what people can imagine possible.
Whether marketing thinking also arises from disagreement among the planning team, narrow, insufficient support for ideas, or failure to sell in to leadership. The net result: the organization makes incremental changes, and fails to realize the potential of innovative or game changing opportunities.
A secret brand is a business built without a big investment in publicity or paid media. The focus is entirely on getting customers or users. These companies are headed by strong technologists, product people who really understand their users and problem their products solve.
Many companies describe themselves as “customer-centric.” But what does that really mean? Even if companies focus their service energies on their customers to the highest possible level, what about other important audiences related to the business?
Consider all users
All businesses and organizations operate in communities of customers, partners, stakeholders and competitors. And at a time when trust is such an important part of competitiveness, active community connection is crucial. This couldn’t be more true than with hospitals.
Let’s face it: launching a new product is tough. Whether it’s a new innovation or an established brand releasing an incremental improvement, the failure rate is dauntingly high. As a launch marketing company, ever-expanding our think-tank of best practices, Torque monitors many types of product launches — we’ve seen plenty of failures —some dramatic successes, too. The list of things that companies do wrong is long. Here are five that rise to the top, along with suggestions of what to do.
Torque has worked with the DePaul Coleman Center for Entrepreneurship to help communicate their role as a dynamic thought leader, educator and guide for Chicago business owners.
It was an honor and an education to present my branding and marketing talk to physicians and executives attending the annual Large Urology Practice Group Association national conference this past Saturday.
The following is a reprint of the article published in the November issue of the Chicago AMA newsletter, Intersect, which profiles Torque's marketing process, used to deliver the Becker Professional Education Re-branding and re-launch marketing program. The Becker re-branding received a 2010 Chicago AMA Brandsmart Award of Merit.